Beware of the should statements. Back in the 90s it went something like this: “Our company should really have a website.” A little bit later it was: “We should really start blogging.” More recently it was: “We should really be on social media. All of our competitors are.” I think you see where I’m going with this. Add to that the constant barrage of new social media sites, communications tools, advertising products and even new devices.
Once you have performed this exercise, you will probably notice a few things. First, a lot of what you are currently doing may already be a good fit as tactics to achieve your goals, but their purpose should become clearer. Second, you will probably see that some of the activities you are currently performing simply don’t contribute in a meaningful way towards achieving any of your goals. Finally, you will most likely uncover new uses for some existing tactics. For instance, your social media communications are assisting with your marketing messaging and PR outreach, but how can it help your customer service needs?
If your digital strategy is up-to-date with your company’s overall objectives, I would recommend you review it often and keep those goals in mind when you are brainstorming new ideas or when new tactics are suggested. Review the strategy with your staff as well to make sure their activities are kept in line with the goals at all times.