In failed social media campaigns, it's often because of a failed strategy. In this presentation from State of Search 2013, Randall Turner explains the difference between strategy and tactics and outlines how you can make social media work for your business.
Act in the moment, and be fluid in your online presenceEnable the spirit of your audience into your online content and voiceA company’s real-time search and social visibility is both what it says about itself and what others say about the companyReach out to audiences in network in real time in a sincere and present manner.