Start and End, American Museum of Natural History, New York City, NY, 2009

Umair Haque, From Social Media to Social Strategy:

Organizations don’t need “social media” strategies. They need social strategies: strategies that turn antisocial behavior on its head to maximize meaning.

… Social media strategy fits inside a marketing (business, corporate) strategy, and is shaped by it. Social strategy fits outside business and corporate strategies, and shapes them. Social strategies are about rewriting the logic of the industrial era entirely, shifting gears in how we think, envisioning a broader, more powerful, more challenging use of social tools. They are about developing the capacity to understand an organization’s role in society, and how to play a more constructive one, wielding sociality as a source of advantage — by acting radically more meaningfully than rivals.

The title, all Umair, of course. Read the rest of Umair’s post to understand the reference and the meaning…