Often companies get so focused on their Social Media channels they forget it's a tool not the goal. When Social Media usage becomes the goal, you don't have the time nor insight to make the company succeed in it's true mission.
Jonathan Fields, one of my favourite bloggers, addresses this, however I think his blog title is misleading. Instead of Twitter, the ultimate creation killer, I think it should be "Social Media as a means not an end", but that might be too poetic. :D
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