Captain

Brian Solis tries to tease out how to integrate a marketing play by following three stages:

• Phase I: Trial – no process is used and social platforms are implemented first.
• Phase II: Transition – an informal process is used and performed randomly.
• Phase III: Strategic – a formal process is used and performed routinely.

In order to accomplish this he says we need to achieve the following:

• Objectives – Define objectives with target audiences and social metrics
• Actions – Create a social marketing strategy with a definitive plan of action
• Devices – Deploy social platforms based on audience, objectives and strategy

His article is here.