A purpose for my approval: strategy first, tactics second.

16th September 2011 by Felix Jackson

Regulation is often blamed as the reason companies can't do social media. Gary Monk's graphic nicely shows how the Pharma Digital Deathmill effectively kills digital activities. Barriers like perceived regulatory and legal issues, lack of strategy, questions about ROI and a lack of knowledge crush all inspiration and innovation. But as he explains in his supporting article on PMLive Digital: tactics first, strategy later?:

"Once there is organisational alignment and an integrated approach to digital married with the company's objectives, the other barriers fall away."

I must agree. In my experience it is impossible to approve an activity that does not have a clear purpose. So lets work out a clear strategy and then I'll approve it!