Dianna Huff has long been telling B2B marketers that they need to have a strategy in place before they enter the social-media waters. "But here's the deal," she admits in a recent post at the B2B MarCom Writer Blog. "I've been wrong. Dead wrong."

Why the change of heart? Because the word "strategy" makes it sound like social-media waters run deep, when they're actually "pretty shallow," she argues. In shallow waters, "you can easily walk to the shore using what you already know—how to put one foot in front of the other."

Engaging prospects and clients through social media is not a radical undertaking, Huff has concluded: "It's simply this: talking to other people."

Therefore, she warns, formulating a strict social-media strategy could actually work against you, because it "keeps you from being authentic." And sticking to a strategy in a social space is just plain stifling.

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