So No, for all you March Madness fans this is not another blog post about the brackets, basketball or Cinderella story possibilities.
This is however about something that has been going on for quite a while.
I’ve been involved in Social Media since the beginning of 2006. Yep, you still needed a college ID to join Facebook up until September of that year. There were literally a handful of us around the world that were working to see the Business Value of Social Media. Books were written such as ‘Trust’ by Chris Brogan and Julien Smith, ‘The Social Media Bible’ by Lon Safko and David Brake, and ‘Groundswell’ by Charlene Li and Josh Bernoff just to name a few.
There were relevant virtual platforms like Second Life and Kaneva (they still exist but you can only access them through your computer- that’s the thing that sits on your desk or you call a laptop). Then the mobile revolution exploded. Since then we have Twitter, LinkedIn, Instagram, Pinterest, Google+, Tumblr, Vine, Flickr, Meetup, Tagged, ask.fm, meetme and classmates and a number of others. Now I wouldn’t necessarily call all these Social Media or Networking sites but eBiz/MBA does.
So what’s the Madness? That’s it. Look above. How in the heck can you engage in meaningful dialogue and connections in every one of these platforms? The answer; You Can’t! It literally is impossible. That is why my colleague Ben Angel and others have started using words to describe a difference between Vanity numbers (followers, connections) and Value numbers.
In order to have Social Media work for you it eventually has to give you something back. Now for business that’s customers, for individuals it can be a number of things, self-worth, validation, similar interests, a job; go ahead fill in the blank _________.
But now you have all these Social Media Experts out there telling you how to do things, when to do things, when to post, what to write and how to write it. Don’t get me wrong. I make a lot of money doing all the above and I believe in every aspect of getting it right in the end. But the Madness is that there is not a cookie cutter solution for everyone.
Social Media/Networking, or Social as it is being called now, is different for everyone. There are some absolute rules and things you can do to succeed in Social but at the end of the day you have to ask yourself “What is Your Objective?” What do you want out of Social? Who is your audience, and NO it is not everyone. If you are not asking these questions before you sit down to write your post, blog, status or article then you’re missing the point. And yes it can just be for fun or to inform but you need to know that going in, not after the fact.
So whether it is a Marketing, Advertising, PR or Social Agency helping you out, or your neighbor, colleague or favorite millennial now is the time to stop the Madness. The one thing you can’t do is ignore, that in order to be relevant you have to have some type of Digital Presence. And to go against the PR adage “that any press is good press” it isn’t always. Especially in Social.
Les Adkins CEO and Founder Orange SMS, Serial Entrepreneur, Adventurer, and co-founder APocket (coming to your mobile device soon) #LikeAPocketonFB #ChangeTheWorld
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