Fantasy: Social media shouldn't live in a silo, so we are adding these responsibilities to your existing job.
Reality: Day jobs will always win and moonlighting only makes you tired.
Fantasy: Let's use latest social platform X
Reality: They don't actually use latest social platform X, but they've read about it on a blog.Fantasy: People love coupons!
Reality: People do love coupons! And they love you only as long as you give them freebies.Fantasy: It's all just media.
Reality: It's actually about interactions—and media needs to work in tandem with those.Fantasy: People need to be educated.
Reality: Online, people educate themselves.
Fantasy: It's another place where we can tell our story.
Reality: Participants care more about their story than they do yours. Stop deleting their comments.
Fantasy: They will tell friends!
Reality: Getting someone to tell a friend about you requires being remarkable. Are you?
Many of these sure ring true. I think the two most important are: (a) Its all about the interactions (not the media - its the humanity attached to the interaction that is interesting); and (b) Its NOT a place to tell OUR story - people are looking for solutions or fun, not to learn more about you. Help them and then they'll be interested in your story.
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