You would assume – since I’m the founder and CEO of a company that is selling a Social Media product, justSignal – that I’m a huge fan of “Social Media”. Perhaps I’m even a Social Media Expert. You’d assume I was going to tell you that Social Media will change everything. You’d assume that I’d tell you that Social Media will force companies to fundamentally change how they do business – they will all have to love their customers, engage them in conversation, make sure their every need is met. You’d assume that I’d be creating products that were directed at companies willing to make the culture change required to excel at Social Media – variously described as a culture of listening or a culture of engagement. You might assume any or all of those things… but you’d be wrong.
Social Media is mired in a massive hype cycle. All of the benefits are massively overstated, the value proposition is stated in only the most vague of terms and everyone is certain they know exactly what the outcome will be – the problem is, they can’t all be right. So, what is someone supposed to think, and why?
So, in an effort to clarify my position for you (and me) – I’m going to walk you through my point of view. You don’t need to like it, and you certainly are not required to agree; but I do hope this gives you some things to think about.