I recently wrote an article, A Strategic Approach to Social Media that listed some key elements that marketers must consider when dealing with social media: defining a target audience, speaking in authentic voice, monetizing the conversations and keeping the conversations fresh and alive. I was criticized (well, not really), but challenged by a marketer friend of mine that claimed I discounted the tactical approaches to social media, specifically social media optimization.

My intention was not to criticize these tactics at all. Rather, I wanted to emphasize that marketers should first think about the big picture of their social media marketing goals before they jump in head first.

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