A small wins strategy: The social web as liner notes
[caption id="attachment_2064" align="alignleft" width="250" caption="Albums - not just for the music."][/caption] I’ll say it: Effective participation in the social web is hard. Damn hard. It requires strategic acumen more akin to leadership (valuing social capital and investing in the necessary competencies to build and leverage it) and execution skills more akin to in-person networking (add value to those you want to reach and do it all the time) than any kind of marketing and communications discipline. It isn’t free. It isn’t fast. And the worst time to build your social web presence is at the beginning of a campaign, a crisis, or any other time when you want to broadcast and promote. It’s exactly the same as this truism: The worst time to build a real-life network is when you…