Which is why it was heartening to read Justin Gibbons of WorkResearch in Campaign, reminding us of what good advertising (or brand communications of any sort) is based on:
1. Brand Understanding
2. Consumer Insight
3. A great idea (creative and media)
Getting to 1 & 2 and distilling this into a punchy creative brief to inspire 3 has always been at the heart of what Planners of any flavour should be about.
But...if you are ever the position where you have to write a social media strategy, this gem from Mike Phillips should help. You can mix verbs and nouns to come up with something that makes something quite straightforward sound as clear as mud.
I like "leverage conversations to maximise social currency and foster engagement."