Strategy over Tactics

I accepted my first job in Communications in the fall of 2009. On that first day, I walked out of the subway on a crisp, beautiful day and could not have been more excited to start my role as the Online Latino Advocate for Planned Parenthood Federation of America. I was 29, changing careers, pregnant, and yet I felt complete certainty this role and new community was the path for me.

Facebook had just started Brand Pages, Twitter was hot, Instagram did not exist and neither did Pinterest. We even still had a MySpace account that got some traction.

There are many things that are different since that time when it comes to how we market online. But there are so many others that are still true. The things I learned at that job and later at advertising agencies about how you define a strategic framework to think about communications strategies online -have not changed.

The thing that often stresses people out about social media is the ever-changing nature of it, like "Do hashtags work in the Instagram comments anymore? What are new ways to use Pinterest? What's the deal with video on Facebook?" These are the tactics.

When you're confident you know how you're going to think about and plan your brand and social media as a tool to nurture your customers and grow your business - that's strategy.

This is where the power is.

Of all the questions I get about branding and social media, 90% are about strategy. They feel stressed out because they haven't defined how to think through an approach that both works and is right for them. 

This is a big reason why I started Group Strategy Days. Every other month, six women get together to learn my full strategic framework for branding and content.

In this room, you'll be able to learn principles that you will still apply years from now - as well as the tactics you can try now to grow your following and be smart about your social media.

The next one is coming up Tuesday, March 14th from 9am - 3pm, and it won't happen again until May. 


If you've been waiting for the right time to fully and authentically define your brand and a plan for your social media among an intimate tribe of amazing women I would love for you to join us.