The Art of Strategically Quick in Social Media

Email, social platforms, mobile – they are an everyday part of our working lives.

Technology was supposed to make us more efficient through the ease and speed of communication (personal or brand).

We are more accountable, reactive, and on-call outside hours.

Irony is technology in many instances has provided more work, questionable efficiency and more error.

Brands are jumping in and out of the social sphere in a storm of chaos.


We REACT without a PLAN.


We can REACT WITH A PLAN and make technology sing (the way it was meant to)!

Let’s take it back…

Anyone who has read The Art of War will tell you one thing:  read The Art of War.  TAOW was written by Sun Tzu a high ranking military general, strategist and tactician in 450 B.C.  Written for war strategy – there are countless number of theories and quotes that apply to any competitive field (sports, marketing, etc).

Inspired by TAOW – a US fighter pilot named John Boyd (known as the greatest ever…) is credited for adapting TAOW into a quick-decision making framework which is used today in business.

Boyd developed these tactics as a great metaphor for technology:

“create your long-term strategy in order to act strategically quick”

Perfect strategy for a fighter pilot and perfect strategy for social media.

Harvard Business Review has complied 4 core pillars of this framework as they relate in business.

Nicely enough these pillars fit perfectly in our of our social media best practice here at FRANk.

Before you ACT:  O.O.D.A.

(as cited from HBR)

1. Observe

The first step of any good decision is to take in information.


  • What are opponents doing?
  • How are they superior or weaker?
  • Are there relative drawbacks to your product or service?

This first step is the easiest one to ignore under time pressure. But it is the anchor to good decision-making. Great leaders assess how the winds are changing before they set sail.

In social media:  Assess your brand and competition before you engage in social tools

2. Orient

Once you have gathered the relevant information, the next step is to process it and position yourself for a decision. Orientation means becoming aware of the implications of what you are seeing.

  • How important are particular strengths and weaknesses?
  • Where is the open water?

The second step also gets lost when time is tight. Yet without a proper orientation, a business will head off in the wrong direction.

In social media:  What is your business need and social capacity?

3. Decide

Finally, once a manager has gathered information and understands the key questions (who, what, when, and where), it is time to make a choice. Notice that this step is distinct from action. It is purely mental, the moment before implementation.

For the third step, it is important to make a confident, firm move. This decision is not the first — nor will it be the last. There will be time to adjust later. Remember, the enemy is watching.

In social media:  Decide what social tools are right for your business

4. Act

Finally, every businessperson understands the importance of execution. Once a decision has been made, it should be implemented in the most efficient, straightforward manner. Don’t look back.

The fourth step is not the final one. Once it is complete, go back to step one: observe. Don’t second-guess. Instead, assess.

  • How quickly do you need to change your product cycle?
  • Are your customers changing?
  • What information do you need?

Ask these questions, and then look.

In social media:  Always review your strategy.  Adapt and conquer.









copyright FRANk Media 2018