Being a student of Brands on Social Media, and being a marketing professional who advises and executes Social Media for a few Brands there seems to be quite a few general types of strategies. This depends greatly on Brand. Which do you employ?
The Ghost Strategy:
You have a Twitter and Facebook Page. But you never post or tweet.
Your Social Media presence exists solely for Brand and Product Customer Service and Support.
The Buck Shot Strategy:
You have a presence on every social network possible yet utilize none very well.
The Direct Sales Strategy:
You reach out to potential customers directly.
The Branding Strategy:
You never post any content related to what you sell hoping people will like you more and forget your product is so-so.
The Apple Strategy:
You harness the power of social media without ever having a network presence through your rabid brainwashed fans.
The Lottery Strategy:
You place all your eggs in one basket and pay for a big $$ Youtube video hoping for the 1 in a million chance it goes viral.
The Monkey See Strategy:
You do nothing original and just copy what your competitors are doing.
The Ostrich Strategy:
You shun social media pretending it doesn’t exist.
The Stalker Strategy:
You use Social Media only as a resource for valuable customer, competitor and market insights.
The Intern Strategy:
You decided because kids use Facebook they should run your social media.
The PoBoy Strategy:
You use the Intern Strategy to run social media because they often work for free.
The Owner Strategy:
The Owner is involved and talks directly with customers on the social channels.
The Firehouse Strategy:
The Fad Strategy:
You read Mashable and the Blogs of the AdAge Top 10 Bloggers religiously and jump to the next shiny object fad until the next one comes. Never really being successful but not caring because the next hot craze has caught your attention.
As you see there are so many choices for strategies and to be honest depending on the Brand each of these could be successful. The key is making sure if one strategy fails you that you have another ready to be implemented. Some of these are definitely riskier than others. But hey worst case just go with the Ostrich and turn on your Conair Soothing Sounds Radio and lull yourself to sleep.