Good stuff here Ray! It's so easy to wade into the social pool and immediately jump into tactics, but enduring success is tough to achieve that way. Strategy is the foundation and your post provides a nice roadmap. Loved seeing the SWOT analyses of the big companies - they are great models to follow.
@richmac Thanks, Rich. You're so right, but it's a tough sell to many small companies. How many of us read the manuals that come with the new toys?
There's a big market out there for tacticians, not so much for strategists I'm finding.
We've yet to get to that place where "social" is embedded in the way we do business.