Wednesday, January 13, 2010

Why are we still debating (redux)?

Are you really not yet convinced that you need to develop a more active social networking and social media profile? That you need to understand and use and master social media tools for communicating? Maybe the CEO of Sun Microsystems can convince you:

“As CEO, I need to engage the market, inside and outside Sun, with whatever technology affords me the greatest possible reach. Through blogs, online news, social networking sites, or Twitter, the internet has fundamentally changed how we communicate with one another. Today, we have thousands of employees participating, engaging customers and developers across the world, 24 hours a day. And whether it’s via a half-hour streaming video or a 140-character tweet, we need to reach everyone in the forum and format they choose – not what we choose” (emphasis added)

Jonathan Schwartz in “Should CEOs Twitter?,” Brunswick Review, Winter 2009

Could the message be any clearer? If you want to reach clients and potential clients and journalists and other decision-makers, you don’t get to choose where and how. They’ve already chosen. To communicate, you must do it on the terms of the people you want to reach, in the places they look for information, with the tools they’re using to read it. And if you’re not in the Web 2.0 space, you might as well pack up and go home.

Why are we still debating?

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