5 Things You Must Ask About Social Media

THE RELATIONSHIP ECONOMY — Everyone seems to be asking a lot of questions about social media. Subsequently everyone has an opinion as to the answers to these very questions. The questions are all over the place from how to produce results to what technology to use and how. To say the least there are hundreds of different answers to each question asked. Business leaders are jumping into the use of social media and expecting results. The results of using social media vary by who is using it for what purpose. However most of the purposes are aimed at marketing and public relations. The results of use are problematic to say the least. We hear of a few success stories but the bulk of the results reveal failure to comprehend the systemic nature of communications. What once was a one way channel to market a product, service or message has just been flipped on its head because everything is now a two way channel with significant reach and influence (see diagram)...