Strategy has been defined as a ruse, a ploy. It is an elaborate and systematic plan of action. It is defined by an online dictionary as ‘the direction and scope of the organization over a long term which achieve advantage for the organization through its configuration of resources within a challenging environment to meet the needs of markets and to fulfill stakeholders’ expectation’.

This is not a class in strategy but we are just establishing the need to make our community understand the intricacies that are prerequisites. For effective use of web 2.0 for conversational marketing, the first step is to know that you are trying to build a relationship and not a sales pitch. Developing a strategy for effectiveness in the use of web.20 from branding and public relations angle will require the followings:

1. First find out where your target audience hibernates: know which social media are they using.

2. Go there with a goal, objective. You will be able to measure your ROI. Oh I see some are surprised. You have to invest in it.

3. Have a measuring standard for success.

4. Find out their needs

5. Start something different and give them something uncommon.

6. Be human, be courteous

7. Demonstrate your good intention