Can anyone have a social strategy?

Mashable published recently that Goldman Sachs is looking for a Social Media Manager. “The goal is to establish a positive online presence for Goldman Sachs as well as to integrate our messaging into the online community in a compelling and valuable way for participants”, says the job description. It is always advisable to read comments from users in this kind of articles. One of our  favorite is: “Oh, great, this should make a huge differe–I’m sorry; I can’t finish that sentence. Not even sardonically” by tjfaust.

The fact that Goldman Sachs wants to go to the social media arena is another proof of the importance of this channel. However the article raised a big question in my mind. Can any company develop a Social Strategy? If your business is a funeral parlor, how many “likes” will you be able to get for your Facebook Page?

If someone at Goldman Sachs thinks that having a new Social Media Manager will change the perception that the audience have of their brand they are terribly wrong. But they do not have any other option. They need to have an online presence in any open channel that their potential clients use, while taking the piss from people in the most sportive and humorous way.

Actually, humor can be a good way for them to get some viral effect. Not everybody can hold the title of “the Death Star of capitalism” and this is something that they should really think about. I remembered also very funny commercials from business that makes a living around death. We live in a very sarcastic, dark humor society (you have to love it!) so there is always room there for get some virality.

Jokes aside, sometimes is not the amount of likes that you get but their quality. If you are suffering from pain and someone comforts you,  you will have a positive attitude to this company. You might not like their Facebook page (you do not want to have this kind of reminders in your Newsfeed) but you would gladly write a positive review on their site so other people can see it. Social strategy goes beyond social networks; it should be in the center of your site.

And of course you should be always realistic with the impact and the engagement that your vertical can offer to internet users. Sometimes it might be indispensable to support your social strategy with Search marketing but if you manage to combine them in the right way you should be able to deliver your message.