Home - Viewing one post
Social media snake oil... at BusinessWeek
|When I pitched my BusinessWeek story about social media snake oil a couple months agol, I mentioned in passing that every company had to come up with a strategy for social media. This provoked a testy reaction from one editor. He disputed the point and made it clear that he thought 99% of it was BS. I disagreed.
That little tussle at the editorial meeting points to what social media unleashes inside of companies. There are people who embrace much of it and talk it up, and others who resent them and think they're full of it. And with every promise about the silo-busting potential of social media, these opponents resent it more--and many no doubt work overtime to reinforce silos.
If I were to be a social media consultant at a place like BusinessWeek, I would go to great lengths to understate its potential. I would describe the efforts as experiments and pooh-pooh its power to disrupt and recast our business. Basically, I would work hard to defang the opponents. And by underpromising on results, good chance I'd over deliver. Because even if social media is hyped, it is real, it is powerful, and it's changing business.
The crucial question: Can social media consultants get work by underpromising? Good post and discussion about this subject at Darmano.
RT @marthagabriel: "It is possible to store the mind with a million facts and still be entirely uneducated."
-- Alec Bourne #quote #goodmor…
follow me on twitter
Kirkus - Kirkus Reviews
Andrew Dunn - Bloomberg News
Culture Mob - Dan Sampson
Shelfari (Amazon) - Tom Nissley
read more reviews
My coming novel: Boosting human cognition
- May 30, 2013
Why Nate Silver is never wrong
- November 8, 2012
The psychology behind bankers' hatred for Obama
- September 10, 2012
"Corporations are People": an op-ed
- August 16, 2011
Wall Street Journal excerpt: Final Jeopardy
- February 4, 2011
Why IBM's Watson is Smarter than Google
- January 9, 2011
- October 3, 2010
The coming privacy boom
- August 17, 2010
The appeal of virtual
- May 18, 2010
My next book: IBM's Jeopardy mission
- March 22, 2010
- November 12, 2009
BusinessWeek cannot afford to stay within McGraw-Hill
- August 6, 2009