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Interesting blog post I found that asks and tries to answer the question, Is social media strategically relevant? A sub question to this would be is social media a strategy, a tactic or another set or promising tools. What do you think? Link to the blog is

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This thread asks whether social media is a strategy, a tactic, or a set of tools. raised the question and pointed out a common failure: activity that is not tied to sales or ROI. Social media can be all three. The key is intent and wiring: when channels and tactics are coordinated to meet measurable business goals, social becomes strategic.

A practical three-lens test helps decide which role social plays here:
(1) Outcome alignment — if activity maps to revenue, lead generation, retention, or support it belongs in strategy;
(2) Time horizon — short, campaign-specific moves are tactics;
(3) Scope and governance — platforms and apps are tools.
Example: a year-long content program to reduce CAC is strategic; a promoted post for an event is a tactic; Twitter or a scheduling app is a tool.

Measurement and attribution must follow. Pick 1–2 business objectives, map them to KPIs (referral traffic, assisted conversions, leads, conversion rate, CAC, LTV), and instrument every campaign with UTM tags and CRM linkage. A simple ROI check is (Revenue attributable - Cost) / Cost, but attribution should combine direct conversions and assisted metrics. For setup and reporting, see Google Analytics social reports and practical ROI primers like Hootsuite’s guide.

Concrete first moves: audit current channels, select a single SMART objective, run a 60–90 day pilot with clear KPIs and UTM tracking, then review and scale. Avoid relying on vanity metrics alone. The points from and highlight the same truth: social media only becomes strategically relevant when it is planned, measured, and resourced to move real business results.

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Member Avatar for InsightsDigital

I just came back from a SEMPO event and one of the speakers who mention that many businesses have forgotten to connect social media tactics with increasing sales and ROI. Most businesses jump in the social media strategy without really thinking of it strategically.

Member Avatar for MktgRob

I just came back from a SEMPO event and one of the speakers who mention that many businesses have forgotten to connect social media tactics with increasing sales and ROI. Most businesses jump in the social media strategy without really thinking of it strategically.

It would seem that many of the companies you speak of are my clients :D

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