Here is a great story in AdWeek that provides an example of why strategic communications and issues management expertise should inform Social Media initiatives.

A designer can craft a great look and a developer can build a highly functional and optimized site, but the communications strategy and potential ramifications behind the process of engaging  real people – some supportive, some not and most undecided – needs to be considered and planned for.

If not, the result is similar to hiring a monkey to play with a hand gun in the front lobby of your business – your brand may soon be full of holes.

The story is about a social media firm and how their “I know, let’s be a band” video initiative went off the rails.

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