You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract We're So Quick to Crown Social-Media Successes That We Forget What They're Actually Based On If You Don't Have the Right Strategy, Good Tactics Won't Help You By Al Ries, Published on May 07, 2012 6 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.