{"id":2476,"date":"2011-02-04T00:17:32","date_gmt":"2011-02-04T00:17:32","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=2476"},"modified":"2011-02-05T05:44:34","modified_gmt":"2011-02-05T05:44:34","slug":"don%e2%80%99t-simply-ride-the-social-media-wave%e2%80%a6-guide-it-with-strategic-intent","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2011\/02\/don%e2%80%99t-simply-ride-the-social-media-wave%e2%80%a6-guide-it-with-strategic-intent\/","title":{"rendered":"Don\u2019t Simply Ride the Social Media Wave\u2026 Guide it with Strategic Intent!"},"content":{"rendered":"

\"\"Social media<\/a> is hot, hot, hot, and it can be tempting to just dive in and ride the social media wave without any specific plan.\u00a0 That\u2019s a great way to guarantee misjudging the swell and getting tossed around underneath the wave.\u00a0 That\u2019s what social media marketing without\u00a0strategic intent<\/em> will get you\u2013 possibly a few lucky \u201crides\u201d for your brand messaging, but also a predominance of mis-steps and wasted time and effort.<\/p>\n

Now that more businesses are getting on the social media marketing bandwagon, it\u2019s no longer enough to just include a generic \u201cuse social media for marketing\u201d line item in your brand growth strategy. \u00a0You need strategic intent.\u00a0Gary Hamel<\/a> defines\u00a0strategic intent<\/strong><\/em> as \u201cAn ambitious and compelling dream which provides emotional and intellectual energy for the company and defines the journey to the future<\/em>.\u201d<\/p>\n

Strategic intent is all about possibility and opportunity \u2014 which then\u00a0inspires<\/a> your company, your brand, and your customers to be excited about where your brand is headed over the next year, 10 years, 20 years.<\/p>\n

Your strategic intent should be used as an \u201cinnovational guideline\u201d for your brand.\u00a0\u00a0 If you innovate from within your strategic intent mindset,\u00a0Brand Advocates<\/a> and other consumers will quickly understand your message.\u00a0 If you stray from your strategic intent, you can expect your new messages and product changes to come across as inconsistent or not true to your brand promises.\u00a0 An unclear, watered down message diminishes trust and can do a great deal of damage to brand reputation.<\/p>\n

When you have a clear strategic intent that becomes an integral part of your brand message\/promise, customers will more easily become Brand Advocates because you are showing them the HEART of your vision and giving them something they are excited to share with their friends.\u00a0\u00a0 And you want to make certain your Brand Advocates understand what your brand is all about because they are\u00a0the most trusted sources of information<\/strong>(Nielsen reports 92% of consumers trust WOM; only 24% trust online ads<\/a>).<\/p>\n

If you haven\u2019t already done it, now is the time to start clarifying your brand\u2019s \u201cambitious and compelling dream,\u201d integrated with social media and woven into fabric of all marketing channels. Then you can catch the wave and ride it all the way into shore!<\/p>\n

Ted Rubin<\/p>\n

Ted Rubin<\/a> Ted has a deep online background beginning in 1997 with Seth Godin, as CMO of e.l.f. Cosmetics, & recently as Chief Social Marketing Officer, Open Sky.<\/p>\n

Originally posted at <\/em>ZuberRa<\/em>nts<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Social media is hot, hot, hot, and it can be tempting to just dive in and ride the social media wave without any specific plan.\u00a0 That\u2019s a great way to guarantee misjudging the swell and getting tossed around underneath the wave.\u00a0 That\u2019s what social media marketing without\u00a0strategic intent will get you\u2013 possibly a few lucky … Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,7],"tags":[928,276,273,1034,32,30,897,1033,3],"class_list":["post-2476","post","type-post","status-publish","format-standard","hentry","category-all-posts","category-tedrubin","tag-brand-advocate","tag-brand-loyalty","tag-business-strategy","tag-gary-hamel","tag-marketing","tag-social-media","tag-social-media-strategy","tag-strategic-intent","tag-ted-rubin"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/2476","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=2476"}],"version-history":[{"count":6,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/2476\/revisions"}],"predecessor-version":[{"id":2504,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/2476\/revisions\/2504"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=2476"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=2476"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=2476"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}