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“Getting” social media before jumping on the bandwagon

September 08, 2010 |

Old-school ways of marketing and structured guidelines don't apply in the social media sphere. This is definitely a challenge in the corporate world, where senior marketing folks' knowledge of social media typically doesn't extend further than reading articles about it and seeing their kids use it.

Also, they're uncomfortable with the lack of structure and planning that comes with the social media beast. Blog articles often don't have a clear beginning or ending. They are written more like a casual conversation and are likely violating every scholastic and technical rule out there. It is a medium that defies most classical rules of writing and communication. Grammatical errors. Run-on sentences. Blasphemous? Unprofessional? Perhaps, if you're writing for Harper's or the New Yorker, but in social media, it's the norm.

In the marketing and business world, there are a few issues. Many marketing execs who have the authority to make decisions on social media strategy, resourcing, and direction are in the don't-quite-get-it camp. Want to know if you're one of them? Unless you're a blogger yourself -- and successful at it for that matter -- and participate in social media on a regular basis, you likely don't get it. Thus, you should enable the ones who do get it to make those decisions.

Get the full story at The Huffington Post

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