I spend a fair bit of time talking to local councils and the like about taking a strategic approach to digital stuff, although usually it is mostly around engagement, and a bit of communications.
It’s important – simply to know what you want to achieve and why. As soon as you have those things figure out then it’s easy to choose the right tools and channels to help you get there.
Taking a strategic approach though doesn’t necessarily mean you need a bit of paper, with ‘strategy’ written on it. Sometimes just having thought about the issues is all you need to do. A quick look on Twitter or Facebook and it’s pretty straightforward to spot those that haven’t even done that!
However, there are times when a bit more of an in depth look at all things digital are required. After all, the bits of an organisation like a local council that are affected by the internet go way beyond just the communications team.