July 2009: A Note from Jeff Mack
The Bottom Line: Social Networking Gone Wild

Unless you have been living in a cave for the last 6 months, you must realize that Twitter is all the rage these days. Just about every celebrity and wannabe celebrity is tweeting and soliciting followers. The list includes Hollywood types, sports stars, broadcasters, politicians, designated thought leaders and the rest of us ordinary Joes and Janes.

Ok, I will admit to having a Twitter account for about 3 months now. And before that I had accounts on Facebook, LinkedIn, and Plaxo. Hey, I am in the technology business, right?, so I naturally have to check these things out. And what I am finding is a non-stop buzz all around me about social networking/media and how it is going to change the world I live in.

SPAM or HAM?

It’s pretty easy to quickly become jaded with all the hype and non-stop promising of the moon that surrounds this topic. Every time I turn around, I am receiving another invitation to an event talking about social networking, or a tweet from somebody referring me to a really insightful article or blog about the use of all these great social networking tools. And then there are the never-ending overnight experts and consultants touting all the do’s and don’ts of social networking. Key strategies include the following:

• Keep it relevant
• Keep it short
• Keep it on topic
• Keep it informative
• Create a community where all are welcome and all can benefit
• Don’t sell or promote
• Avoid SPAM at all costs

Unfortunately, I have noticed that several (not all) of the experts are the worst offenders. Most are in fact not thought leaders by any stretch, but merely thought ricocheters (okay - I made up that word). It seems as if they spend way too much time surfing the net looking for something interesting that somebody else said. Many of these early adopters tweet way too often about things that are insignificant and/or irrelevant. Worst of worst, many tweet the same message repeatedly about their website, or their blog, or an event they are appearing at. They all too frequently manage to break all the cardinal rules in one fell swoop. Shameful!

Don’t Get Me Wrong

Lest you think that I am down on all social networking experiences, let me say that I have discovered some very rewarding experiences as well. First of all, just seeing what others are tuned in to can open up a new world of information and interest that I may not have known even existed. The danger here of course is that it can become a huge time suck if I am not extremely disciplined.

Secondly, tools such as Twitter enable somebody like me to communicate directly with a celebrity that I may find interesting. For example, I have been following Lance Armstrong during his comeback. This enables me to receive tweets (including photos and videos) several times a day with regard to what his training regimen might be, how he’ s progressing, where he’s training, what activity he is enjoying with the family, etc. And if I want to respond to one of those tweets I can do so. Other characters I find to be interesting tweeters include Mark Cuban, Gov. Arnold Schwarzenegger, Barack Obama, several pro cyclists, trainers and team managers, and Geoff Baker (Mariners’ blogger). These folks tend to adhere to the expert’s advice and therefore I keep going back for more.

World-Changing

In many cases, describing the social networking phenomenon as world-changing might be bordering on irrational exuberance. On the other hand, as I write this, we are about 1 week past the elections in Iran. Given what is being revealed in Tehran via technology and the social networking tools, it is certainly conceivable to perceive these tools as potentially world-changing. None o f us know what is going to happen regarding the election and current regime. However, it is very safe to say that the Iranian government is being forced to behave differently today as a result of not being able to choke off the surge of social media communication seeping across their borders. It is continuing to cast a much unwelcome spotlight on President Mahmoud Ahmadinejad and the inner workings of the government.

Is it possible social networking/media can achieve what the might of the US military and diplomacy has not yet been able to achieve? If so, then that is truly world-changing. And if something is that powerful, we all need to be paying attention because it just might impact your bottom line when you least expect it. And that’s the bottom line.

 

Is it possible social networking/media can achieve what the might of the US military and diplomacy has not yet been able to achieve? If so, then that is truly world-changing. And if something is that powerful, we all need to be paying attention because it just might impact your bottom line when you least expect it.