There should not be such a thing as a standalone "social media strategy." What your brand should have is an overarching strategy that may or may not include social media tactics depending on whether they make sense for your customers or not.

Similarly, there shouldn't be laser-focused "social media strategists." Instead, brand marketers need to rely on strategists and planners who deeply understand their audiences, including -- but not limited to -- demographics, attitudes and beliefs, cultural realities affecting their lives, and technology adoption, of which the role of the Internet (and subsequently online social media) is a subset.

The proliferation of online social media represents a fundamental shift in the way people obtain information. Instead of relying on companies or institutions, people can now get the information they need from each other -- from those who have "been in my shoes." The number one reason people access social media sites for health used to be "for emotional support." Now, it's for information. Naturally, brands want to remain relevant to their customers, and this means being more transparent and accessible (an unexpectedly painful process for many companies).