The conversation around what constitutes and social media strategy, what works and what doesn't, is akin to an army arriving to the battlefield late and then heading directly into battle; worn out and destined for defeat.

We already know that social media is about relationships, right? I contend that that's all we need to know. Extending brand reach, building communities and establishing thought leadership is what social media, as a marketing tool (or weapon in this case), can help businesses, especially small ones, do. Beyond that, and you're asking for too much.

So, what does a "no strategy" strategy look like? First, harking back to Master Sun on "Emptiness and Fullness"; what causes (people, prospects, customers, friends) to "...come of their own accord is the prospect of gain", not harm (cheesy slogans, calls to action and promotions beware). That means VALUE! Shocker, I know.

The more value you add for your target audience, the more they will come. When they do, they're like empty vessels ready to be filled.

Second, is create exclusivity (community) without constraints. Or as Master Sun describes it, be formless. Then "...you are concentrated while the opponent (prospect, fan, follower, customer in this case) is divided." Translation, more effective and targeted marketing for you; tons of value, autonomy and flexibility for your people. By understanding that you're competing for their attention and not locking them in to just your channels, you'll get happier customers.

Are you a social media marketer? Share your experiences and strategy insight below.