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You have to admire the honesty from the Waterstones regarding their over zealous tweet asking their followers to imagine owning their favourite book before realising many already do!Social Media Honesty From Waterstones

As funny as this is, I do admire Waterstones’ honesty in their follow-up tweet which also allows their personality to shine through.
I’ve seen this happen on other Social Media accounts quite a few times and it’s easy to see why: There’s a pressure to communicate something on their social channels and they write down the first thing that comes into their head!
While positive energy and calls-to-action are important it’s essential to remember that all communication needs to be directed and informed by a strategy and a goal.
For 2014 why not one of your resolutions be to take a few moments to think about what results you’d really like to get out of your Social Media activity:
1) Define your goals
2) Choose your tone of voice
3) Make a weekly content schedule (try to resist the Waterstones’ impulse!)
4) Measure your progress

Thanks for your comments and tweets throughout 2013 and all the best for the New Year!