There. I said it.
Should YOUR company blog? It depends.
Should YOUR company have a Facebook page? It depends.
Should YOUR company be on Twitter? It depends.
If YOUR company IS on Twitter, should it be a person or a brand? It depends.
ANYONE who says they know the answers to these questions without taking a look at your business model, goals and objectives and listening to your customer base should be taken with a very large grain of salt.
There are no easy answers.
Francois Gossieaux put it very well in a comment over on Aaron Strout’s blog:
Social media marketing is not about doing marketing using social media tools it’s about enabling the social, with all its messiness, in all marketing processes…
Stop doing marketing: The messiness is the thing.
Social media technology is not upsetting. The old guard is upset by social media because the mechanized approach to marketing and communications is going away. The technology only facilitates the social element in the communication process — but only usually.
The social element is more than any single platform; it is an ethos that can also transcend any technological interface to impact the offline interaction with your brand.
Get a high tolerance for ambiguity or get out, but stop trying to fence in this process with the old rules and mechanized procedures.
This messiness Francois references, should eventually carry over to other types of communication as well, elevating the human element of every aspect of business.
Rest assured the transactions will still be there, but instead of feeling like transactions, they’ll feel like welcome experiences. Real. Human. Messy.
These are my thoughts, but what about you? Are you bringing more humanity to your business, or do you long for the days when all the difficult questions came with pre-determined, hand-me-down answers?
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