Comments on: What Does That Buy Us?

By: “Too Smart For Your Own Good?”

“Too Smart For Your Own Good?” — Fri, 06 Nov 2009 12:05:43 +0000

[...] written more than once in the past about the need for marketers to avoid Shiny Object Syndrome and, more recently, to Think Organically when it comes to Social [...]

By: JackieK09 (Jackie Koumpouras)

JackieK09 (Jackie Koumpouras) — Wed, 04 Nov 2009 19:32:35 +0000

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RT @IUMastersinPR: Shiny Object Syndrome: in difficult times, companies start choosing PR tactics over strategies [link to post]

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By: IUMastersinPR (IU Masters in PR)

IUMastersinPR (IU Masters in PR) — Wed, 04 Nov 2009 19:24:35 +0000

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Shiny Object Syndrome: in difficult times, companies start choosing PR tactics over strategies [link to post]

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By: Doing the right thing and doing it right | SUSTAINABLE MARKETING BLOG

Doing the right thing and doing it right | SUSTAINABLE MARKETING BLOG — Mon, 08 Jun 2009 22:56:14 +0000

[...] recollection came when I read this quote in Todd Defren’s strategy vs. tactics post, one of several recent blog posts on the topic: “You’re better off finding current money to [...]

By: tsauce (tsauce)

tsauce (tsauce) — Mon, 08 Jun 2009 14:11:55 +0000

Twitter Comment

@tdefren talks how budget cuts lead to buying tactics over strategy - [link to post]

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By: Ryan Miller

Ryan Miller — Mon, 08 Jun 2009 12:59:30 +0000

Todd,

Great post. I work for a small agency doing Internet Strategy and get to experience firsthand what you’re talking about. Lots of people get obsessed with the tools (“We HAVE to get on Twitter”) but don’t really know what to do once they get there.

Obviously some clients are a better fit than others, but we’re trying to take a step back and figure out what they want to accomplish with their online presence and social media – THEN figure out what tools will help them accomplish that goal.

The other thing I wanted to add to the discussion is that most people don’t realize that SM is very time and labor intensive. Not being able to say ‘what you got from that’ instantly in dollars and cents is sometimes what prevents clients from really putting the time and money behind a comprehensive social media strategy.

Thanks for the insight. This is certainly a post I’ll pass on.
@romanelli
@ryancmiller

By: Clean Up Your Social Media Litter » The Buzz Bin

Clean Up Your Social Media Litter » The Buzz Bin — Sun, 07 Jun 2009 14:31:12 +0000

[...] initiative was probably an exercise in playing with the latest tactics rather than a strategic, well thought out [...]

By: Shannon Leahy

Shannon Leahy — Sun, 07 Jun 2009 13:12:54 +0000

Great insight about tactics and strategies — thank you.

But I wonder where objectives (e.g., measureable, specific, realistic) fit in when responding to an economic downturn. I’m new to PR and still struggle with the fine balance between objectives, strategies and tactics. It doesn’t help that some textbooks use ’strategies’ and ‘tactics’ as interchangeable terms.

Would “monitor Twitter for stuff we should respond to” qualify as an objective? As a good one? Much thanks.

By: Nick Vehr

Nick Vehr — Sat, 06 Jun 2009 13:07:11 +0000

Couldn’t agree more with “What Does That Buy Us” post. See this article in Thursday’s NYT on generally the same topic.
http://www.nytimes.com/2009/06/04/business/smallbusiness/04sbiz.html?_r=1&scp=1&sq=tools,%20not%20toys&st=cse

I loved the “tools, not toys” reference.

By: kristen_okla (Kristen Turley, APR)

kristen_okla (Kristen Turley, APR) — Fri, 05 Jun 2009 18:08:02 +0000

Twitter Comment

Interesting perspective from @TDefren -- What does that buy us? [link to post]

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