The fast dynamics of the social web are no excuse for poor communications strategy. On the contrary, a strategic framework is more essential than ever, to provide context and meaning to the almost-manic nature of the social web.
Knowing what you want to say, why it’s important, understanding how that message supports your organization, being clear about the effects you seek, managing the resources required to make it effective, being clear about the internal support needed for success (and being clear about who has a stake in the message) – all these apply in the social space.
What’s more, social activity should be integrated with the complete portfolio of alternative communications channels, techniques and protocols, including policy. Communications dashboards are more important than ever, and should be used rather than filed.
Providing this clarity of strategic thinking, and guiding an extended team of communications ambassadors, is the new PR.