Social media should be more than an add-on

Can you imagine a potter spending hours creating a beautiful pitcher then realizing he forgot to add a handle? The solution: slap a lump of clay on the neck and quickly finish it off. Crazy, right? But many organizations treat social media as if it is that lump of clay slapped on to the rest of their communications effort.┬áIf that’s you, here’s some advice. Put the social media down…and step away.

clay bottle

Many organizations are still behind the adoption curve regarding social media. In many cases it isn’t that they’ve resisted as much as they haven’t been in a position to aggressively pursue its addition to their overall marketing communications strategy. For instance, I’ve worked with some non-profits lately that simply haven’t had the resources to add personnel who can guide it, and other staff members have been too strapped for time to handle the additional responsibility–one they probably don’t fully understand. Continue Reading