Monday, March 9, 2009

Technology is Just a Tool: Don't Fall Prey to Shiny Object Syndrome

If you get a chance, check out the first 4 minutes of this video. It's an overview of social media for the National Park Service by Geoff Livingston, Principal, Livingston Communication.

Geoff does a nice job of putting social media into perspective, i.e. reminding us that blogs and Twitter and all the sundry social media tools out here are just tools, i.e. they are a means to an end, not the end itself.

As communicators and marketers the end is always looking for opportunities to CONNECT with our stakeholders and build lasting, loyal and fruitful relationships.

In short, don't be seduced (or intimidated) by the tools. Instead, spend the bulk of your time worrying about how to enhance your RELATIONSHIPS with donors, members, volunteers, employees, investors, partners, etc. Once you know who you're talking to and what your trying to say the tactics will fall into place.



Adam said...

Great tip. I often find myself dreaming about how I can use social media to build a following of 1,000 people overnight. Instead, I should be thinking of how I can build personal relationships using these tools.

When I take time to connect with people one-on-one, I find that the relationships are much more rewarding and valuable to our business.

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