Smart thoughts, great analogies, and some real insights on the social world and why it isn't the same as advertising. in fact why it is the opposite of advertising. Advertising is the brand's view of the world: social is everyone else's
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)
