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  1. Krista
    September 10, 2010 @ 3:55 pm

    Great analysis of the discussion, Dierdre! I agree that social media is changing the game, and as such, it helps to see a strategy all the way though in order to apply learnings/outcomes to the next one. It’s a great environment to experiement with different strategies that wouldn’t work in traditional communications.

  2. Deirdre
    September 10, 2010 @ 8:41 pm

    Hi Krista! Thanks and I feel the same way about seeing the strategy all the way through. It’s a great way to learn and and adjust strategies for the next effort. Thanks for sharing your insight 🙂

  3. Sally Falkow
    September 11, 2010 @ 8:32 am

    Well said Deirdre. I do believe that when I do social media coaching the actual implementation needs to be done by the people in the company, not an outside agency. But there is a lot of trench work that an agency strategist can get involved in and it certainly helps to get the real picture so that one’s strategies are based on hands-on experience.

  4. Deirdre
    September 11, 2010 @ 10:39 am

    Hi Sally! Thanks for sharing your insight. I think the trench work hones our skills and it gives us a clearer picture and a better sense of what strategies needed to be applied moving forward. I hope you are doing well and that I’ll get to see you at the PRSA International Conference this year.

  5. Ann Marie van den Hurk
    September 12, 2010 @ 8:47 am


    Super insights. I agree. There needs to be a team approach from the start between the consultant and the organization’s staff and continue through the process. While the staff should do the implementation, the consultant should be there helping them. We can see the big picture because we’re not day-to-day and not so immersed in the details. I like Sally’s use of coach. That’s exactly what we are.

  6. Deirdre
    September 12, 2010 @ 9:26 am

    Hi Ann Marie…yes, I like coach too. Very appropriate and we all know the coach stands by the team and guides them. So many of the conversations I’ve heard show a complete divide between the strategy and execution. I agree that you don’t always have to be doing everything yourself but when you have the opportunity to guide the process after formulating the strategy, this can be very rewarding. Thanks for sharing!

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