Many of today's effective social media strategies seem to have appeared spontaneously, minutes before rollout, says Luis Oliveros on the SocialMediaMarketing.com blog. We've all seen these campaigns unveiled and spread virally on social media platforms, pulling brands' reputations up to the stratosphere. To some, these successes seem simple and easy to reproduce; but it's hardly that simple. Successful campaigns are the result of considerable planning. Half-baked programs, by contrast, may either die quickly or take a brand's reputation and credibility down with it.