A very good article that’s well worth the read – we’ve all been involved in these stories and it’s important to focus on the goal, not the shiny object.
Even today, the Internet is so sexy that we often forget why we’re there. Clients show up saying, “I’ve been hearing so much about Twitter; I really want to make sure my company’s on there.” That doesn’t really make any sense. After all, you wouldn’t go up to a builder and say, “I’ve been hearing so much about hammers lately; can we make sure we’re using plenty of hammers to build this house?”
We forget that all media are tools: tools for business use and tools for personal interaction. We join LinkedIn because it is a valuable professional networking tool. We join Facebook because it is a powerful tool to help us stay connected with our friends. As individuals, we get this, but as marketers, we struggle to remember that our job is not to be cool — but to find the market.
