Joe Smith wakes up one morning, walks out the front door of his apartment building and takes a selfie with the 3 feet of snow that have piled up on his Toyota Camry. He tweets out the photo with the header "OMG, that is A LOT of snow." He gets a few comments and retweets from friends. An hour later, he arrives at work, logs into Facebook and finds a friend's link to www.theflatteringman.com. It turns out to be a prank website for a "Push Up Muscle Shirt" that is part of an Old Spice viral ad campaign. Joe likes and shares it.
By 11:30 am, Joe can't look at the Excel spreadsheet in front of him without getting cross-eyed, so he logs into LinkedIn, spots Joe Pulizzi's latest post, "Content without Strategy Is Just Stuff ," and sends it off to the other guys in his marketing department. They were just talking over social media strategies the other day, so Joe thinks the article could help the entire group.