Communication is never just an expense item for a brand: it is of course an investment. An investment in brand image, awareness... and ultimately, an investment that aims to grow your organization.
But what happens when the wrong strategic choices are made? For example, when you choose to deploy resources to create a presence on a social network when your audience is not there? When your editorial strategy falls flat and doesn't engage your audiences? Or that you underestimate the importance of the quality regarding your content?
The list is long of communication practices on social networks that don't pay off for companies. In these cases, communication ceases to be an investment and becomes a simple expense. Implementing an intelligent strategy is to ensure the success of your communication on social networks: it is to re(make) communication an investment that pays off for your company.