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Embracing the strategy of no strategy

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Marketing Strategy

What does it take to sell nearly $7 million in goods via Twitter? If you’re Dell it apparently requires an interest in engaging your customers — and little else. “No strategy necessary,” writes Manish Mehta, Dell’s vice president of social media and community.

Really? That’s it? I read a lot of social media advice each day while I’m editing SmartBrief on Social Media. And most of the tactics being espoused by your average social media talking head aren’t quite that simple. But when you look at Dell’s results — maybe they should be. Personally, I’m a fan of letting your goals determine your tactics and emphasizing flexibility above all else. I don’t know if you need to jettison strategy entirely, but it might be worth asking yourself if you’re adjusting your goals to meet you plans, instead of the other way around.

What do you think? Is Dell’s method just working because they’re enormous? Is having a strategy really helpful?

Image credit, DNY59 via iStock