Snackbyte: Don't call it a campaign

I have been getting a lot of people asking me:

Have you seen any interesting Social Media Campaigns these days?

Wrong Question

There is no such thing as a Social Media Campaign.  Social Media is not a campaign - you cannot view it through an outdated advertising lens. 

If you are an individual it is about creativity and expression and connection.  If you are a company it is an attitude, behavioral and cultural shift.  It should be about persistence and dialogue and being in it for the long-haul. It is strategic.