« Events, Social Media and Chocolate | Main | In response to "Social Media Is a Hammer, But I Am Not a Nail" »

June 04, 2008


Feed You can follow this conversation by subscribing to the comment feed for this post.


Great list. Hope all my clients read it!

Perhaps there should be a category for "Guerrilla Strategist" (aka "Startup Strategist") who puts the bare bones in place for smooth growth.

Oh wait, that's a "webmaster."


Luke Harvey-Palmer

Good overview here - Jeremiah pointed me this way over at Twitter! Nice to see you sharing some link love. When you read this, you realise just how 'big' the web space is huh?


Saw this on Jeremiah's tweet. Nice one.

Moksh Juneja

This is a good list, specially helps in making people understanding what is their exact role and responsibility. Glad i call myself a "Social Media Catalyst" I fit in two of them!!

Andrea Hill

This is a really useful post. We have "Strategists" and "Media strategists" at Resource Interactive, where I work. My role is 'Developer', but I like to fancy myself a more technical type of strategist, who is equally geared towards the "how" as the "what".

I think the "technical web strategist" and "social media strategist" are both good fits to describe the work I do, and love to do.

Crispin Bailey

Great overview! I agree with you that there will always be a place in the market for experienced strategists, especially ones with cool-sounding titles. Question: at what point do you start calling them Directors? :)

Misha Cornes

Great post that's generated some interesting discussion at Organic.

I think the more important distinction is what kind of strategist you are. The web/digital designation makes you an SME in-and-of-itself.

I think you can be a Strategist across any of the traditional business disciplines- eg an HR strategist, a mgmt and leadership strategist, a finance strategist. I’d lump content strategy and technical strategy into the realm of non-marketing strategists.

Within (Web) Marketing Strategy, which is where Organic plays, here's how I think of it:

Brand Strategy – working with creatives to translate elements of brand look and feel into marketing artifacts. At a higher level, defining brand architectures for line extensions etc., naming etc. To me this is a pretty old-fashioned way of thinking about Strategy, since it’s structured on the assumption that the client and the agency can define the brand and then communicate that outward.

Communications Strategy- working with media planning and buying to create strategic communications plans (ideally across multiple channels) at the level of right customer/right message/right channel- this would include qualitative persona work, quantitative segmentation, and basic analytics. A subset does more heavy data analysis, which in the web world includes SEO, A/B testing etc.

Customer Insights Strategy- the ethnographer, the social media miner, the focus group facilitator. We tend to focus less on this in the web world because we can repurpose research from Account Planning

User Experience Strategy – I like this designation. Within the web dev world we tend to focus on the strategist-who-thinks-like-an-IA, but I think the broader definition should actually be someone who creates a holistic experience across all customer touchpoints eg environments, packaging, product design, traditional advertising etc.

Digital Strategy- someone who can speak to specific trends in the digital space that clients should be aware of and working towards. I’m talking social media best practices, not e-commerce or landing page strategy. A subset is emerging platforms/non-web digital applications.


Karen OBrien

Hi Misha - thanks for your comments, I really enjoyed your insights - your designation of "Customer insight strategy" is one I had not immediately thought about. When talking with other strategists there are so many ways to bucket the "strategic" skill sets in web! The bottom-line is that web strategy is much more complex and multi-faceted than most clients understand.

I consider myself to be a combo of several of the above: a generalist (I've done over 90 web strategy projects), a community and social media strategist and an SME (I have specific expertise in a few areas).


Just came across your blog through stumbleupon. Had no idea that there are so many specific web strategists. I think to be a really good 'any kind of' strategist you really need to understand all functions to some degree.

seo sem services

i like it this post is very nice...

Cheap Jordan Shoes

he bottom-line is that web strategy is much more complex and multi-faceted than most clients understand.

The comments to this entry are closed.

My Photo

Twitter Updates

    follow me on Twitter

    People/ Blogs

    Blog powered by Typepad