It’s rare, but I still stumble upon people and brands who think they should be investing in social media when they really have no business doing so. I know that probably sounds harsh, arrogant, and a bit presumptuous. However, I do believe that some individuals and organizations should strategically (yes…I said strategically…) decide NOT to participate in digital networks of conversation.
Who falls into this category? Those who…
- Aren’t interested in listening AND talking.
- Want to control what others say.
- Fear criticism.
- Never want to say “I’m sorry,” “You were right,” or even “Thank you.”
- Refuse to engage with people who think differently from them.
- Believe that EVERYONE is captivated by who they are and what they have to offer.
- Perceive social media to be an efficient alternative to direct mail.
- Are convinced that they can say whatever they want and others will just find them.
- Aren’t interested in listening to what is already being said and who is saying it
- Believe the credibility of an established organization automatically transfers to authority or influence in the digital space.
If you think social media is safe, predictable, efficient, or a nice luxury to have in addition to traditional media, then please…take your toys and go home. Those who fall into this category — if left unchanged — leave social media within months (or weeks) frustrated and perplexed as to why no one seems to care who they are or what they had to say. Not to mention that they’ve created clutter which I now have to wade through.
Are you in social media because you’re committed to meaningful conversations with real people, or are you simply playing around in the digital sandbox to make you feel better about yourself?