Social Media Overdose

If it’s not broken, don’t fix it.

Do you have a blog?
What’s your Twitter handle?
Are you on LinkedIn?
Facebook me!
Let’s start an internal group on Yammer!
We need to start a community!

Everyday we are bombarded with the pressure to join some type of social media platform – some old, some new, but in either case there’s always this huge fuss about being part of it… as if to say that if you’re not doing all of the above, you’re somehow missing out on the next big thing.

Let’s clear the air – the power of social media is not about in the tools or the number of them in your arsenal – it’s how you use the tools, how the network of relevant users is using those tools and whether or not each one is serving a distinct purpose. Truth be told, not every tool is going to be applicable for your purposes and so… YOU DON’T NEED TO BE ON EVERY SINGLE ONE OF THEM.

Case in point… Seth Godin does not tweet. Yes, he has a twitter handle but it’s nothing more than a feed for his blog. He doesn’t have comments enabled on his blog, and he doesn’t respond to Twitter @replies. Yet, you’ve probably read his blog. His purpose, to communicate an idea and to see if that idea sticks. Plain and simple. You won’t find him tweeting up opinions on politics or responding to some dissident view point.

OK OK… so that’s Seth Godin – you could argue that’s an atypical example. But does that mean you as a marketer need to be doing all of the above. If anything, I’d argue if the point of social media is about starting an engaged and collaborative conversation -why would you make it so difficult for people to track (potentially) multiple conversations. Instead, wouldn’t you want to bring your audience to a single, focused platform where they can engage with not only you but the rest of your audience?

So while I’m all about embracing the benefits of social media, I also believe that the benefits become dilutive when we go too broad. I’ll leave you with this simple analogy I heard a colleague say to me today…

“I buy the drill for the hole that it leaves, not because I want more tools.”

In other words, don’t go buying the latest, fanciest drill when a simpler (less expensive) one will do .Don’t create multiple conversations when one will do. Don’t create multiple channels when one will do. If you have a great blog where people are engaged – do you really need to pull people away to a linkedin group?

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