As someone who loves frameworks to learn and explain how things work, I think Drew Neisser from Renegade in New York does a really nice job of conceptualizing how social media should work. Social Media has to work within the scope of the larger organizational goals including making sure that brand, tone and content all complement the company. As opposed to “doing it just to do it”, this framework ensures that there is a strategic plan behind the efforts you are making, so the efforts amplify the results.
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