Social media strategy just like all digital marketing does not work in a silo. It needs to be integrated into a large scale program. To do that effectively – your social media strategists need to be involved with creative brainstorming from the projects inception. So that the entire creative idea generation fits together seamlessly. The best ideas tend to breed in cross functional teams anyway, so its a win win for everyone on the team. Also, there is the chicken and egg situation – sometimes the social media strategy can a drive creative idea – in the new era of marketing there are no rules. So be open to new ideas.