The high street is dying. Retailers are struggling to attract customers to their stores. When they do manage to get them in the retailers worry about the same customers using their smartphones to buy a product they've just picked up from the shelf, from an internet retailer. Retail gurus are telling the high street that they need to make their stores more inviting if they want to continue attracting an ever more fickle public; ensuring that there's accessible parking for baby boomers who don't like walking, QR codes on all the products for smartphone wielding Gen Ys, and so. This ignores the fact that globalisation, the internet and mobile phones have fundamentally changed the way we shop. Consumers haven't just become more fickle, how we go about buying the goods and services we need is in the process of being transformed and any retailer that is little more than the last step in someone else's supply chain has a poor chance of surviving.
Social media has entered the mainstream and the consultants and gurus are out there telling everyone that they absolutely must have a social media strategy. It's rare for a week to go by without hearing of another company wondering about the wisdom of their new blog, Facebook page and Twitter account, part of a social media strategy someone has sold them. I find this all quite mad. If social media has gone main stream then it has changed from being a tool that you might choose to use to add value, to become something that you cannot afford to ignore if you want to keep up. This doesn't mean that you need a social media strategy though. What you need is a communication strategy. Adding social media to the mix doesn't excuse you from working to understand who you want to communicate with, where they are and what you want to say to them. Social media will be a part of this strategy but it won't be the only thing, and its not a reason to ignore the fundamentals.