Over the years, I’ve noticed the subject of ‘strategy’ appears to raise more questions than answers with accounts.  It’s not the ‘need’ for strategy; everyone agrees a sound strategy is invaluable and key to a company’s success.

The question becomes, “Why do some companies and businesses seem to develop, follow and execute an effective business strategy while other seemingly similar companies fail?”

While strategy itself can be defined in many ways, poor execution tends to revolve around three areas: Lack of leadership commitment; Poor internal communication; Absence of an organizational monitoring process.

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Martin Brossman, success coach, speaker, trainer and author incorporating social media training, (www.pronetworkingonline.com)uses my profile to demonstrate how to add video to your LinkedIn.com profile. To see this in action, head to my LinkedIn profile here and click on "View Full Profile".

Businesses are discovering social media and are trying to determine its value by associating a return on activities. This is not an easy task. Social media is a channel for marketing but not marketing in the traditional sense. Social media is a two way street. You have to contribute and participate in this community. You cannot push ads like you do in a magazine or on a TV. There is a different behavior needed here. It helps you build a community of for your customers to connect with each other. It is sort of like people sitting in a restaurant. When someone orders the special and a nearby table sees how good it looks when it is served and the look on the patron’s face when they taste it, that person will order the special too.

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It’s about perspective, the strategy and solving problems.

For the past few years we have seen a rise in interest related to social media. More and more individuals and businesses have been trying to figure out what it is. Individuals have been using it to communicate with friends and colleagues. Businesses have begun to use it to reach out to their customers and prospects. As more and more businesses get involved with using this form of communication it is imperative that they understand what they are getting into. At this point, social media is more than an infant; it is a toddler that can have some serious temper tantrums. So let’s keep in mind that most people want to do the right thing, they just don’t know what it is.

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