I was speaking with a colleague a few weeks ago, and he said to me, “we need to get going with social media, right away. We need to get that stuff up and running.” And my very first thought was, “Why?”
Not “why” in the abstract sense of why bother, why would a company do that, but in the concrete question, “why do you need social media? What will you do with it?”
In this micro-explosion of new technology, it is very easy to get distracted by the tools, to look over at another company and see them doing something, using social tools, tweeting, facebook, blogging, etc. and think, “I gotta get some of that!” But the operative word in that last sentence is tools. These new apps and platforms are really just tools to be used as part of your total marketing kit. They should be used to extend your customer service, marketing, advertising and public relations platform.
If your company needs to “get going” with social media, I truly encourage you to take a look at answering WHY before you start planning the HOW.