I was honored last week to have a chance to be interviewed by Lee Odden, a fellow Minnesotan with a cool first name who also has one of the top PR, marketing and SEO blogs. Here is one of his 10 questions, along with my answer, published this morning in his post, “Social Media Interview: Lee Aase of Mayo Clinic”:
Do you test specific social media tactics or do you go full on with a social media strategy for each initiative? Knowing what you know now, what approach would you recommend that companies take when they’re starting out?
I recommend what I call the “MacGyver Mindset,” named after the TV character played by Minnesota native Richard Dean Anderson. Look at the tools and resources you have available and how you can adapt them to meet your communication and marketing goals, and empower staff to explore.
Focus first on the free platforms such as YouTube, Facebook and Twitter, mainly because that’s where you will find communities already gathered. This also enables you to prove your concepts before deciding whether to launch a community of your own.
Strategic thinking can be an excuse for inaction, and just as it’s easier to alter the direction of a moving car than it is to get one started from a dead stop, I believe it’s best to build social media momentum through low-cost experimentation and iteration.
Read the full interview here on Lee’s TopRank blog.