Do you really need a “social media strategy?” Think about its meaning. What does it mean? We hear it a lot, but I think the phrase has come diluted and is now sprinkled about without much real heart behind it.

Is “social media strategy,” just an analog phrase for, “setting up a facebook page and a myspace profile?” Because, in the end, that’s usually what ends up happening.

I think there is a great disconnect between what “social media” actually means and how people are using the term: as an umbrella word for “Web 2.0″ (another analog for “sites built before after 2005 that utilize javascript and other underutilized development techniques“) community products.

What media isn’t social? Print, even, is a social medium. You print to spread words and ideas in hopes of creating interaction. So, why all this hype about “social media.”

eight6 makes things. Most of the time, we make web things. And, when it’s smart, we use communities and other marketing methods to help customers get their message out.

Not ever do we tell our customers they need a “social media strategy.” Because, the entire point of the web, is to communicate. Being social is inherent with the medium. We want to instill smart communication, not mindless socializing. Don’t get me wrong, we like to have fun, but we think there might be a better use of time than “biting chimps” on Facebook. We’re guessing most of our clients’ customers feel the same way.

The web has always been social. Collectively people are finally starting to realize that. The ease of communicating with other people online has increased since the start of the web, absolutely… but underneath it all, the web hasn’t changed much.

Being social is inherent to being on the web. Do smart things that help you build your brand and focus on your business. Don’t let someone tell you that you need an x account or a y profile just to be viable on the web. In fact, your business might be better not jumping on the bandwagon. At the very least, tread (extremely)carefully into the realm of “Web 2.0.”