For marketers, the media
world today is saturated with too much noise--not enough signal. Too much
sizzle--not enough steak. This problem plagues both the new/social media and old/mainstream
media worlds.
The good news? New, Web-based and mobile tools for communication offer innovative applications with the potential to make marketing more effective. Of each we should ask, “What is it good for? How useful is it? Do I really need this? What can I do that I couldn’t do before? What’s it worth?”
The bad news? Despite the
relentless attention paid to social media, there's very little sober
defining of the utility of these new tools. Most
of the analysis is superficial or buried inside questions about ROI. What people mean when they ask about
social media ROI is, “What is it good for and how will I know if I’m doing
it right?” Too often those basic questions go unanswered.
We need a lot less "it is useless to resist us" and a lot more--if you'll excuse the expression--"what's this crap for?" We need hard-hitting product reviews and thoughtful analysis about what's useful and how to apply it. All too often, what we get is either a hairball of frivolity or carping about inevitable, rule-changing, game-changing, disrupting, “Get (name-your-nextbigthing-here) or DIE!!!”
Are you getting a little tired of the over-the-top melodrama?
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