Breathe, Pause, Think

If you work in social and digital, this a reminder of how important it is to put your brand hat on. To take a deep breath, pause and think. It’s not only okay, it’s needed.

Social media can turn into the wild, wild west for a brand if not careful. A place where gimmicks are awarded and eyeballs viewed as successful. It’s a place where brands can lose their soul if the right thought is not given.

One of the challenges this industry faces is the pressure to be on, all the time. This pressure means we are constantly doing and not thinking. We push and pray without understanding why. In essence, social media becomes a playground for tactics. And then, everything turns into a sea of sameness.

But this pressure, it’s created by us. And we need to shake it off. Consumers are not asking us to post and push all the time. The world will continue if you stop and take a couple days for strategic planning. Consumers won’t lose their brand affinity if you don’t tweet for one day.

Here’s the thing. Social media is about the now, but it’s also about the brand. And brands don’t come to life without a vision, purpose and unique point-of-view. It’s critical to spend time thinking about what social media means for the brand at a higher level. The greater danger is not in pausing to plan. It’s in never planning and losing sight of you brand.

Good work isn’t easy. In fact, it’s tedious. And thinking about a brand strategy and how digital and social plays a role is no doubt an undertaking. But it’s the work that matters in making sure social plays the right role in an org.

So here’s my advice. Give yourself permission to step away from the tactics. Immerse yourself in the brand strategy. Identify focus. Create a plan. Then, once you’ve done that, focus on the tactics and execute well.

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