Beyond tactics

Last Monday I joined with Joe Thornley of Thornley Fallis to deliver a talk at the CPRS annual conference taking place here in Halifax.  A few days later, Joe wrote about how “social media authorship is mandatory for credibility as an advisor”.  

While there is no shortage of people claiming expertise without the requisite participation and authorship Joe speaks of, there’s also no shortage of supposed experts who seemingly cannot move beyond simply recommending the same social media tactics to clients that they use themselves.

For many PR and marketing folk, the tough part seems to be moving beyond the technology / tactics they’re comfortable with themselves towards business-specific strategic applications of social media.

Previously posted on

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