Social Media: Strategy over Tools October 21, 2009

In “Social Media: Strategy over Tools”, Dr Kevin Lim highlights how we often become so enamored by the explosion of social web tools, that we often forget to spend time understanding our users and what they actually do online.

Our approach to social media shouldn’t be different from how we conduct traditional media planning, with the exception that we now have to account for our viewers as participants, constantly re-producing, rather than passively consuming. In our neo-renaissance known as Web 2.0, almost everyone can be imagined as an “Andy Warhol”, where popular culture exists only when it is constantly regenerated.

Pulling together various studies, Kevin shares measures of user participation and explains the varying types of online friendships, together with the caveat that passionate fans could just as easily turn against your brand; a reminder that respect remains a two-way street.

Official Website: http://blogpress.sg/2009/10/social-media-get-together-and-discussion-with-dr-kevin-lim/