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Social media is hard (work)

March 3, 2010

A lot of people make a lot of money talking and writing and tweeting about social media, but to my mind, the idea of social media is remarkably easy to grasp.

Social media is the Golden Rule turned into a marketing strategy.

The hard part of social media doesn’t lie in the understanding. It lies in the doing.

I tend to think of it like writing a novel. Understanding what a novel is, that’s the easy part. Everyone knows that a novel is a written story, everyone knows that it involves a plot and characters and such. And a lot of people have ideas for novels rattling around in their heads.

But very few people have actually written a novel. And fewer still have written a good novel. And fewer still have been published.


Because writing a novel is HARD. It takes effort. It takes time. It takes dedication.

The same is true for social media. The hard part is in the doing. In the strategy and execution, in the battle to get brands to get over themselves, to resist that temptation to turn every little thing into a marketing message, or to embrace the latest shiny tool as an end unto itself.

One Comment leave one →
  1. March 4, 2010 3:11 pm

    I find myself telling my colleagues over and over that social media is not a new way of doing business – it’s a new vehicle in which we can do business as usual. Just as you wouldn’t rock up to a cocktail party and immediately pitch each person you meet, so you resist that behavior online. Rather, you immerse yourself in relevant company and topics, contribute (and you contribute actual content, not just “you’re so right” BS echos of others’ points), and keep your eyes and ears open for opportunities to connect people, products and services appropriately. And as for these connections (and to your Golden point, Matt) you should make them regardless of whether they benefit you or your company personally.

    Glad you posted about posting in your FB status, Matt…I had no idea you wrote a blog! I’ll be adding to my reader as I know well what lovely stuff spouts from your head;-)

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