We loved this rant about the idea that social media is a “brand strategy”.

Repeat after me, urges the presenter, “Social media is a channel”.

So, if you’re struggling to make social media work for your brand, maybe it’s time to look at what your brand is saying through social media.

How is it creating a better “give and take” between your brand and the people vital to its success?

How is it helping people generate new meaning in their lives?

How is it creating a new relationship, not simply deploying the same messages used elsewhere?

Read the accompanying article, “Without the right message, Twitter is no better for your brand than a fax machine.”

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