They talk about blogging, Twitter, social media; why it’s good for business, why not, how to do it, and why. Humbug. The topic is off base. It’s not whether its good or bad, but does it fit with everything else you’re doing. Does it fit with your strategy? Does it match?
A couple of generations ago business discovered toll-free telephone numbers, the once-famous 800 numbers that most of us take for granted. There was a rush on toll-free numbers in the beginning. Then businesses started to discover that a toll-free telephone number did them no good without marketing to make the damn number ring. The number itself was neutral; a pipe with no flow.
That’s the deal with blogging, Twitter, etc.; none of these is either good or bad for business, in and of themselves. It has to be related to the rest of the business. What does blogging do for your strategy? Where does Twitter fit into the marketing mix? What are the metrics? How will you know whether it’s working or not?
Here’s a thought for you: if you are into this new world (which, I suppose, is likely, since you’re reading this) then start figuring out how you’re going to measure the impact on your business. Try this exercise: look at your bank balance as it is with the new media efforts. Consider what it would have been if you hadn’t been working the new media. Which would be higher?