Remember that Using Social Media is a Tactic, Not a Strategy

student-849825Everyone seems to have favorite communication tactic, and in 2017, it’s social media just as often as it is something else.

Administrators will come to me or a member of my team and ask for a video or a webpage or an Instagram account.

The easy thing to do would be to just give them what they want. But the right thing to do is to make them back up two steps and go through the whole four-step communication planning process.

They don’t know it, but they are skipping the Research and Planning steps to go straight to the Implementation step, and they are not likely to remember the Evaluation step.

Once we slow them down and take them through a whole strategic communication plan, they find several benefits:

  • They thought through what they are trying to accomplish and have a clearly articulated communication goal, and their communication strategies are in line with that goal.
  • They know who their targeted audiences are, and they selected communication tactics that are appropriate for those people.
  • By going through the steps, they develop much better key messages they can consistently use in each communication.
  • They have a measurable objective that will tell them whether their communication efforts achieved what they intended.

What benefits do you find when you are strategic with your communications?

4 Replies to “Remember that Using Social Media is a Tactic, Not a Strategy”

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