The document outlines essential components of an effective social media strategy, emphasizing that smart brands actively listen to their audience, understand that they don't fully control their brand, and build trust while providing value. It highlights the importance of measuring both quantifiable metrics and soft metrics like sentiment, shares, and mentions to achieve overall goals. Additionally, successful brands regularly recalibrate their strategies by repeating what works and abandoning ineffective tactics.

1. The One Thing Your Social Media
Strategy Is Missing
@tracysestili @socialstrand

2. Smart Brands…
 Have a social media strategy
 Listen to their constituents
 Know they don’t control their brand

3. Smart Brands Respond to Trends

5. Smart Brands Build Trust

7. Smart Brands Provide Value

9. Smart Companies Measure
 Quantifiable metrics (#fans/followers)
 But are in a fog about soft metrics:
 Sentiment
 Shares
 Mentions

10. What Do Brand Mentions Get You If
Sentiment Is NEGATIVE?

12. What Do 1,000 ‘Likes’ or ‘Shares’ Get You?

14. Saab fans takeover GM Facebook page

15. Social Media is a Complex Numbers Game

17. Smart Brands Measure the Sentiment

18. They Tie Sentiment To Overall Goals

19. Smart Brands Recalibrate Often

20. Smart Brands Repeat What
Works
And Abandon What Doesn’t

21. Want to STANDOUT?
Twitter: @tracysestili and
@socialstrand
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