Building strategy versus chasing trends

Are you working strategy and marketing storytelling content OR chasing trends?  Social media has given license for larger pocket marketing firms to spend a great deal of time experimenting and chasing the latest ER social media trend.  Good for them.  However, if you're a smaller firm and responsible for smaller scale marketing dollars, it's not quite as easy as monitoring the latest trends and drafting initiatives to pursue.  I'd rather always have a marketing brand framework that dictates every move we make and dollar we invest in your brand marketing.  What does the framework show & celebrate?  What is the PROMISE or VALUES and VISION you have laid out for your brand's customer base and target audience?  Lets start & stay there when creating new media and marketing initiatives.  But just in case you do peek into future investments and ponder your next social media and marketing move - here is a sampling from August 2012 Pew Internet study of adult usage of social channels:

• 12% of online adults say they use Pinterest
• 12% of online adults say they use Instagram
• 5% of online adults say they use Tumblr
• 66% of online adults say they use Facebook
• 20% of online adults say they use LinkedIn
• 16% of online adults say they use Twitter

The one obvious social channel we have on the Internet that just about everyone uses is of course email (85% according to an Ipsos world poll this year). The general feeling is that email marketing has become the consumer’s partner in a stale marriage, and jumping around other social channels will spice things up.  Again, what does your framework say?  Is this consumer email touchpoint a viable option?  What do you want consumers or businesses doing from your contact that they are not doing today?  Stay on framework, and on message - and sure look for new touchpoints - but stay on strategy always building the loyal brand customer base.