Unfortunately, organizational momentum drives businesses right past that point, and they mostly only recognize in hindsight.

I remember that so-called article. And I clearly remember the rush for online stores and if memory serves, it was Eddie Bauer who leaped to closing down brick and mortar stores… Only to re-open them again. (And with that memory, I feel old. Thanks! )

“Part of the contemporary American work psyche is to seek quick fixes, regardless of downside risk…”

Indeed. I remember fighting for websites to fix the waning requests for collateral; and direct mail to quickly fix advertising’s downward spiral; and e-mail to quickly fix direct mail’s lack of gusto, etc., etc. You get the picture.

But not one company ever addressed the REAL issue, which was, and continues to be, customer dissatisfaction or fulfilling actual market need (the ‘if we build it they will come’ mentality is still vey much alive).

I am tired of hearing that social media will replace marketing, that customers own the brand (The relationship, yes. The brand, no), etc. We need to stop trying to flush business/marketing/communications/PR fundamentals down the toilet and learn them first instead.

Influence, intelligence and creativity will only be achieved with hard work. How many are willing?

BTW, Dr. Mihaela Vorvoreanu, assistant professor, College of Technology, Purdue University, had a great post on communications (Conversational action vs. content action and lack of “…research in communication & persuasion about the concept of influence.” i.e. the lack of understanding meaning in social media): http://bit.ly/jdulj

As Susan said, social media isn’t the great frontier. And it’s nothing new. There will always be snake oil salespeople who will take advantage of the companies looking for a quick fix. And there will always be companies who are in denial of what’s truly going on in their marketplace.

Tucking the soapbox away…

Beth Harte
Community Manager, MarketingProfs
@bethharte

You’ve raised a valid point:
“When do we begin to learn that the Internet is a communications tool … a powerful conduit of information. In order to use it, one must first know something about effective communications. What brings influence, intelligence and creativity of the online world to life is how we use it to connect people into meaningful discussions, sharing and interface. And, here is the reality – it cannot be achieved effectively merely through fiberoptic cables.

A handshake and a glance in someone’s eyes is always far more powerful than an email or Twitter response. Additionally, having an interesting and legitimate story to tell is far more effective than self-promotional gimmicks.”

Actually, you’ve raised several valid points:
1. There’s immense value IF social media brings people together face-to-face, especially around something that matters. (Somewhere along the way I heard that only 7% of communication consists of the words we use. The other 93% consists of things one needs to be present to comprehend.)
2. Having both an interesting and real story to tell is far better than just saying something a lot.
3. We’re supersaturated with gimmicks. They’re boring now.

Here’s the challenge, it takes years (or if Gladwell’s right, 10,000 hours) to become an expert in something else. You can download a free webinar and manual for only $197 and be an expert in social media tomorrow (and that’s without even watching the webinar or reading the manual).

All of us crave to be an expert at something (or at least to be seen as an expert at something). It’s just so easy to do it with social media.

Thankfully, there are contrarians like you amongst us. Contrary on.