Public Relations & Social Marketing Insight

Learn about the "G'SOT" and why social media when used in marketing is nothing more than a tactic.

There’s an old adage about the weather that’s gospel for mountaineers and meteorologists alike: There’s no such thing as good or bad weather. All we have is weather, and you have to be prepared for it — good and bad.

Same goes for media and marketing. There’s no such thing as traditional or new media, just as there’s no such thing as traditional or social media marketing. All there is media and marketing, and both have always been and always will be in a constant state of tactical evolvement.

In fact, when people talk or write about “social media marketing” being a discipline unto itself – one requiring a unique skills set and understanding to master – all they’re really talking about is the last item in what I like to call the G’SOT. And unless you understand the difference between Goals, Strategies, Objectives and Tactics (the G’SOT), you’re likely to dismiss anything else there is to say on the subject.

So, for the uninitiated...