Social Media Is Not a Strategy; It's a Channel—An Interview with Michelle Golden

By: Michelle Golden's Podcast: Marketing & Selling Professional Services

Receive a Free Audiobook
Download with a Free Trial Membership to

Many people get excited about the latest and greatest social media platforms, thinking they have to use whatever new pops up. The truth is you must assess each one to determine if it's right for you. And you have to do it regularly, as the networks are continually changing as are buyer preferences, say Michelle Golden, author of Social Media Strategies for Professionals and Their Firms.

"Remember, social media is not a strategy," she says. "Social media are channels for communication, and the strategy is behind your choice of which channels to use and how to use them. Any channel can be used a multitude of ways."

Social Media Strategies for Professionals and their FirmsA lot of people jump into a channel—perhaps go online and read about generic best practices about a network that aren't specific or strategic to them—and they expect killer results, she says.

"But unless you're super lucky, that's absolutely not how it works," Golden says. "The rest of us have to do some advance work and find the right formula for us."

Listen as Golden discusses the importance of having a strategy for deciding on and using social media networks, as well as the following:

  • Why you don't want to automatically cross-post items on multiple social networks
  • How to use Facebook to nurture client relationships
  • Why blogging is still important
  • How to use social media to develop trust with buyers


  • Length:
  • 19:28