Lets talk strategic first before I start my harangue.
Social Media can be a big waste of time. Now wasting time is in the eye of the beholder in fact, Kurt Vonnegut felt we were put on the planet to fart around. Farting around is really good for the right brain*, but right now we are talking company time.
On company time we try to be productive. So how do we insure that social networking is time well spent?
It takes clear business objectives and clear articulation of what those objectives are. We know who we want to take to. We know what they are interested in. We create compelling content. We use social media to draw attention to that content.
We know the influencers in our market by listening well. We create connections to them. When people understand what is substantial. When you offer guidance and encouragement and create open discussion and as to what our business objectives are, people understand and concentrate their energies in substantial ways.
A little fuzziness around the edges is fine, we are building a community. Articulation of business strategy is the bailiwick of management- of leadership. Be proactive here. Make sure people have a clear understanding of what is needed. We are talking strategic issues here. There is nothing more important than business development. Several key strategic issues are intertwined here. Employee empowerment – accountability – earning privileges and gaining responsibility- meeting goals.
Technology is involved. You need a clear picture as to what is happening. You need gauges watching the key indicators that forecast results. And you need slack. This takes time and consideration on your part.
We don’t have to learn by making all the mistakes ourselves. We can learn from wise people who have gone before. And we can learn what not to do from people lost in the woods.
Which segues nicely with my Harangue.
The Social Networking landscape is overrun with buffoons. Their boorish bland content already annoys- and now they are sure that the megaphone of social media is the way to gain attention.
The Twitter and Facebook domains are filled with fast talkers who do not stop to listen, who have no sense of feedback - shouting in the wilderness… and no body is listening.
And too many buffoons use too much technology to repeat what they say ever few hours -minutes? thinking that someone might miss their cogent message? I consider it spam.
Social media is very much like dating. Be cool. Be demure. You know someone who is boorish? Learn from them what not to do and you will do just fine with social media.
Any questions? Anybody want to tell me off? Just email or call. Feel free to leave a harangue in the comment.
* reference: Da Vinci and the 40 Answers. Author Mark L. Fox makes a case for playing as good right brain exercise. I always try to mix work and play. 
