10 tensions in social strategy
Nixon McInnes approach to social strategy - 10 A/B scales (if an objective is A it cannot be B, etc) to base objectives around - probably some more richness in grouping similar ones to look at how they may exclude other objectives (and so refine and focus actual objective), and also how they inter-relate in UI, consumer journey, and increasing spreadability (ie building blocks of virtuous circle rather than separate linear dualities)
