Social Media has led to a change in power within the marketing landscape and organizations need to be prepared. Not only consumers but also different kinds of interest groups (e.g. activists) find each other and create common grounds to be shared and discussed using ever changing channels. By increasing in size and sentiment, interest groups gain influencing power and become more and more relevant for the organizations they relate to.
For those organizations to be in control it is important to have policies and online strategies in place but as the social environment is highly dynamic and as it may be defined more by topic rather than by use of certain channels, a standard approach probably is not the way to go and you will have to find out what works for you and your specific situation.
This report by Useful Social Media and Ethical Corporation contains case studies from companies such as Coca Cola, Nestlé, Shell and Unilever which may help you to define or finetune your own social strategy.
