Good post Jen, I agree 100 percent. I have been saying since I got back into tech PR two years ago that strategy trumps tactics. I recently wrote in a blog post of my own:
"After your company knows what it is, what it offers and where it resides, then it is time to integrate the exciting world of social media into your overall marketing strategy, a strategy which should include both digital and traditional communications. Your company wouldn?t go after the New York Time?s two million subscribers without a strategy in place ? don?t go after the millions using social media platforms without one either. (http://www.securityheavy.com/2009/06/if-you%e2%80%99re-not-positioning-yourself-among-the-social-media-masses-then-who-is/)
-Joe
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