By Kyle McCabe | December 1, 2009

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Tools without strategy: poorly built house; dilapidated, isolated. More of a shack, really. A bad marketing shack.

I’ve had the opportunity to speak at a few events about social media. I’ve also spoken to clients, prospects, colleagues, friends, family, and a few pets about social media. One of the most common questions asked of me, and that I see asked of others, is “how do you use social media for business?”

For these presentations, I usually begin by explaining what social media is conceptually, then move into how it can be integrated into the marketing effort – beginning with objectives and strategy. Almost unfailingly, however, I receive feedback to the effect of “I still don’t know how to *USE* this stuff.” I think I know what the problem is (clearly I need to fix my presentation, but that’s beside the point).

Tools without a plan

Imagine I walked up to you and asked, “How do I use a hammer?” How would you respond? …Read more »