New Article: Hype, Anxiety, and Hope (HAH!): How To Do Social Media Wrong (and How To Do It Right)

[Leila Kaas]

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> Special Edition for Monday, June 22, 2009
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> ++ Feature Article Teaser
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> Hype, Anxiety, and Hope (HAH!): How To Do Social Media Wrong (and
> How To Do It Right)
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> By Michael C. Gilbert
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> I'm teaching about Blog Networks [http://www.gilbert.org/programs/
> workshops/seminars/BBN] and other social media this week and I've
> realized a blunt truth:
>
> There is a wrong way and a right way to approach social media. The
> wrong way results in anxiety, blind risk, expense, low-value list
> building, and empty lessons. The right way results in clarity,
> methodical growth, managed risk, network effects, husbanding of
> resources, high-value organizing of influencers, and ongoing learning.
>
>
> The Wrong Way: HAH!
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> Almost every organization is pursuing social media the wrong way.
> It's easy to understand why this is the case. We have been playing
> catch up for years with new communication technology. New words and
> brands come flying at us every time we turn around. Vendors and
> others who are themselves anxious about the wagons to which they
> have hitched themselves keep telling us that we'll "fall behind".
> (That destructive pattern has been going on for almost twenty
> years!) We are insecure about our ability to make decisions in a
> field that seems dominated by the language of "experts".
>
> What that means is that our "strategic" approach for social media
> is basically a combination of Hype, Anxiety, and Hope. You can
> remember this by its abbreviation: HAH! (You're right. I don't
> think much of this approach. There is just too much at stake.) The
> symptoms of this approach are widespread. I'll describe three.
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> The first key symptom of HAH! is found...
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> For the full article:
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> http://news.gilbert.org/clickThru/redir/7059/292462/rms
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> authors. Copyright 1997 - 2009. All rights reserved.
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