Oh, and Happy New Year!
So what's brought about the change of heart? Well, it seems marketing hasn't gone away despite me leaving Mindshare and apparently a few people are still reading Wallpapering Fog now and again (thanks Grace!) Actually, I'm perversely disappointed the traffic didn't drop off all that much - it just brought home the fact that I only wrote three vaguely interesting things last year and people are still reading those. Must try harder...
'here's a Facebook strategy and I can give you a bucketload of data to prove while this Facebook strategy is a good thing'.
Steve over at Analytics Arbitrage has been speculating about disjointed planning and ideas for 2010 and mentioned a Facebook Strategy. He's not suggesting that having one would be a good starting point for planning, don't worry.
So what is a good starting point? What's fundamentally wrong with saying 'here's a Facebook strategy'?
It's wrong because it doesn't start with what you've got. It starts with what somebody else has got.
Football managers lose their jobs this way. They compromise their own team by setting it up to counter what the opposition are doing. They've got a good winger? He'll need man-marking. They play a man in the hole behind the striker? We'd better have a holding midfielder this weekend then. And before you know it your team's tactics are negative and all you're really trying to do is not get beaten.
So a here's first thought for 2010, whether you're building media plans, contemplating Facebook or looking for a new job. Before you react, what have you already got? And what can you do with it to give everybody else something to think about?