Are social media plans all show?

Some of my fellow Air Force Public Affairs pros developed this fancy blog assessment response flowchart a few years ago. At the time it was praised by many people because social media “management” tools were hard to come by then.  I’d say the praise was akin to that given to early social media “plan” creators. “A plan! That’s perfect. Now we know exactly how to use the tweeter. Good job!”

My question is this. Do we, as professional communicators, really use the social media plans, blog response tools and so on we create, or do we produce them largely to make top leadership feel better about engaging in social media, which is still an uncomfortable space for many top execs?

What’s been your experience?

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