10 Reasons You Should Run Like Hell From Social Media


I was sitting at brunch a few weeks ago trying to convince a colleague why it’s so important for today’s CEO to be involved and active in social media. I was trying to sway him on the benefits, the rewards and all the new opportunities that await the socially savvy-CEO. I thought I was doing a pretty good job until my friend took a bite into his bagel, looked me in the eye and quipped, “…but that’s only if he’s smart enough to ‘get it’.  Otherwise, he’s a liability.”

He was right.

Though nearly every business, regardless of niche, could find value engaging in social media, that doesn’t mean it’s meant for everyone. Should YOUR company get involved in social media? Maybe…but maybe not.

Here are 10 signs your company isn’t suited for social media.

1. You have no social skills (and don’t want to fake them) : This social media thing is about people. That means if you can’t DEAL with people and didn’t have friends as a child, then perhaps its best you stay away from it. Because, really, the only thing worse than not having a social media presence is when your presence is used as a case study for why companies shouldn’t have one. If talking to people gives you hives, hire someone to handle your social media services for you. Those little people you hate (read: customers) will thank you.

2. You have no sense of humor/can’t handle criticism: This is the Internet. If you can’t laugh at yourself or others, then you don’t belong on it. So many times success in social media means being able to embrace and leverage what is weird and quirky about you and run with it. It’s about being able to hop in and laugh with the people laughing AT you, get them on your side and move it to something good. If you don’t possess a sense of humor and can’t deal with criticism, then you may not want to swim in these waters. Companies that take themselves too seriously are written off as the dweebs of the Internet and will be virtually stuffed in lockers. It’s also a long way down when you fall off that high horse.

3. You’re going to forget about it in the morning: Some businesses are simply adorable. Social media for them means creating that blog or Twitter/Facebook/LinkedIn account and then sitting back with a Corona (see how silly they are?) while they wait for the leads, traffic and conversations to pour in. Yeah, sadly social media doesn’t come with a side of magic beans. In order to see a return you need to track it and tend to it like any other marketing strategy. If you’re not going to take the time to create your marketing plan and dedicate real resources to it, then don’t even waste the time setting up your accounts. Go invest in something else. “Dabbling” in social media will get you “dabbling”-type of results.

4. Openness is a problem for you: It’s not about being ‘authentic’ or ‘transparent’ it’s about bringing something to the table. The companies that do well here are the ones that not only open the curtain but who put something special on stage – be it content, conversation, media, etc. Before you get involved, figure out how you’re going to use these new platforms and how it will fit into your organization. Don’t hire someone to blog as your CEO or use Twitter to push your RSS feed. That’s not being open. That’s using social media tools to BE a tool. You’re missing the point.

5. You’re only there to sell: Hey, we’re all in social media to improve our bottom line, but you can’t sell to people without wooing them and creating relationships with them first. That means listening before speaking. You have to hear what’s being said about your company, your brand and what you offer. You have to hear what people want and then find a way to give it to them before you ever ask for anything in return. Targeting marketing to friends is tolerated. Shouting your message to a crowded room of strangers is not.

6. You view social media as a numbers game: Similar to the above, you look at social media as a sheer numbers game. You need 5,000 Twitter followers, 10,000 Facebook fans and enough RSS subscribers to rival even the biggest A-listers. Of course, you don’t know WHY you need them or who the people are that you’re looking to attract. You just want to pad your accounts to make yourself look like you know what you’re doing. You’re probably also the type of person who just purchased an iPad this weekend even though you have no idea what it does.  People like you annoy everyone.

7. You’re inclined to call people’s wives ‘douchettes’: The same way the President shouldn’t call someone stupid, the CEO of your company shouldn’t call someone’s wife a douchette. You’d think this stuff was common sense, but it’s really not. If you’re the type to engage in personal attacks or (unscripted) pissing contests, I’d probably back away from the Twitter account.  There’s leading people to a cliff and then there’s creating an audience for yourself as you hurl yourself off it to your death.

8. You think Twitter is a social media strategy: Twitter is a social media tool. So is Facebook. So is blogging. That means you need to have a strategy about how you’re going to use them. One that includes a little more than “Set up a Twitter account”. You don’t buy a hammer and expect the house to come with it. You create a blueprint, allocate the other resources you’ll need for the job, and you spend the time to build out what you’re looking for, based on noted specifications. You should be looking at your social media efforts the same way. Social media isn’t Twitter. It’s what you can use Twitter to accomplish.

9. You don’t have a ‘social’ culture: There are some instances where creating an engaged social media following probably just isn’t going to happen. If you’re the type of company that will have to run everything three times through legal or will take the PC-approach to everything so you don’t make waves, social media may not be your most profitable option. Is it doable? Yes. But if you’re going to sit on the fence and play the safe card your whole life, no one’s going to care.  We care about brands that are interesting or that move us. You’re not going to inspire anyone if you’re too afraid to be yourself and fight the battles that matter.

10. You don’t have permission: I’m just going to throw this in here. If you’re an employee who has been told NOT to engage but you think you “know better” and that you’ll be able to convince your higher ups once they can “see results”, well, I hope you have a backup job secured. Because you’re going to get fired.  Use outside sources for your case studies, not your own secret squirrel social media missions.

Those are some of the most common reasons I’ve seen for businesses that shouldn’t just avoid social media altogether.  What have I missed?

Your Comments

  • Bridgett

    Lisa – Greatest analogy I’ve read about social media = “You don’t buy a hammer and expect the house to come with it. You create a blueprint, allocate the other resources you’ll need for the job, and you spend the time to build out what you’re looking for, based on noted specifications.”
    You’ve got me thinking of how I can use a kiddie plastic hammer as a mailer to potential clients… thanks for the inspiration!

  • Derek

    I’m pretty sure you can use Scott as a prime example of what not to do when you use social media. The only thing that guy did right was “show up,” but as soon as he did, he felt entitled to coverage because he sent a few products out to people.

    Which leads me to one more thing that I think belongs on this list…

    11. You have an overwhelming sense of entitlement…

    • Lisa Barone

      Yeah, he showed up…to show the world he was clueless and arrogant. Sometimes its better to STFU and hold on to that little secret. :) Honestly, I re-listened to the audio clips on Loren sites and it really makes you bang your head against a wall that there’s a CEO out there who thought THAT was the appropriate way to handle a situation.

      • Derek

        On the plus side, Loren’s review of the hat made me laugh. I’ve showed it to a bunch of people and they thought it was hilarious too.

  • Joe Hall

    So what about the companies that fall into this list? Should they ignore social media all together and run like hell? Or should they hire social savey folks to help them?

    • Lisa Barone

      Heh. I think it depends, to be honest. You can certainly hire someone to run your entire social media strategy FOR you, but that’s going to be pricey and if your company isn’t set up to deal with these issues (and doesn’t plan to be), then you’re not going to get a very good return anyway.

      If you’re a company that is better off staying out and keeping your mouth shut, I think you monitor social media for issues you can solve and then pass them off to people in you organization when you find them. But you don’t create a real presence. You don’t pretend to be somewhere you’re not.

  • LakeLady

    Awesome post! So many people get on Twitter or some other social media outlet just to be there, but then have no idea what to do with it. This proves why it’s not just being there that matters. Thanks!

  • Tyler Adams

    11. You don’t have the time

    For most companies, social media efforts are still a risky use of one’s time. It seems that more and more people/companies are jumping on the social media bandwagon simply because it’s the thing to do, because they are told that they have to have a social media presence. But, to what end? It’s really about balancing your time. As you point out, come up with a plan, determine what you want to get out of it, and then budget your time accordingly. However, if you ultimately want sales (or whatever) you have to decide if you can sell more by spending time developing your company’s social media presence or by making more sales calls. The difference is, we generally know that if we make 100 sales calls (I’m making numbers up) that we will close 1 sale. Social media is still so new there aren’t any proven metrics. You essentially have to start from scratch. This is a scary proposition for many companies. I’m not saying it isn’t worth the time or effort, just that it should be well planned, and well thought out.

    • Mona Nomura

      I’m sorry (well not really) but not having time is an excuse.

      It’s 2010, there is no reason for a company to ignore digital portions of brand strategy — especially large corporations. Social Media is not a medium that is going to disappear. Making the time or get left behind, where you will have no one to blame but yourself if and when a disaster strikes. ;)


      • Tyler Adams

        Yeah, I agree with you though who knows if social media will disappear or not. I doubt it, but who knows. That wasn’t really my point though. Not all companies are large. To “do” social media you have to devote time to it. To do this you have to take time away from something else. I’m not saying you shouldn’t find a way to do it just that it should be carefully considered. However, some companies would probably be better served not doing it at all if they are taking time away from what could possibly be more important. So many social media proponents often sound like they are basically saying “do this or die”. (I’m not anti social media)

        Also, your implied argument is one that bothers me. We all assume that social media is just going to take off and we will be left behind if we aren’t aboard the train when it does. So what do we do, we create a twitter account, a facebook fan page, and whatever else so we have something in place for when it “takes off”. So we don’t get left behind. I would guess this is what the majority of companies do. They passively create a social media strategy (if you can call it that) and wait, just in case. My argument is that this is stupid. Either don’t do it at all, and spend your time on something that you know will help your company or dedicate enough time and effort to coming up with a real strategy. With goals. And measurable results that can be replicated. To do it half-assed just based on faith, or because “experts” tell you to just doesn’t make any sense to me.

        • Mona Nomura

          If a company attempts execution with no strategy in place, that is a fundamental flaw of the biz — nothing to do with Social Media! Also, I think we are saying the same things, in different ways. ;)

          • Tyler Clark

            I agree with the other Tyler that the time issue is sometimes easier said than done for small business. I work for a company with only about 20 employees, so allotting enough time for social media can get pretty expensive.

            Social media is only one of about 10 responsibilities that I have. Of course, I wish that I could devote more of my time to really fostering relationships with customers online and engaging in a comprehensive social media plan, but often that simply isn’t a feasible due to time constraints.

            Considering that our clientele is generally a bit older, it is difficult to justify spending 40 hours a week (or 15 for that matter) focusing on social media. It’s no excuse. It just feels like a lose-lose.

  • Mona Nomura

    Thank you for this post — all my thoughts more eloquently stated than I can ever put together!

  • Phil Powdrill


    Smashing article which really made me smile, and that’s pretty sad in itself.

    Surely there can’t be CEO out there today that doesn’t have at least a smidgen of awareness of the existence of social media. Everyone has heard of Twitter and Facebook as a minimum, but very few see how it is relevant to their enterprise. As an aging male it hurts me to say this, but boardrooms are still crammed full of aging males who will never get social media in a million years.

    I doubt also that many CEO’s would acknowledge that they fell into any of your ten categories, and that’s why so many get in a mess with social media.

    I’m all depressed now. :-)
    Thanks again for the post.

  • Mitch

    Good stuff here, and there’s not one I can disagree with. I love how you added #10, though, as that’s one I’d have never thought of. And #7 is a classic; “douchette”? lol

  • Tariq West

    I generally avoid articles titled “X reasons you should [do alarmist thing] Y with Social Media” but this actually has some good points and compelling style. The cynic in me wants to add to the list “#11. Your company is built around highly-literate consumers who engage in deliberative conversation without relying on buzz words and breaking everything up into lists”.

  • Roger Wilson

    One real and valid reason to “run like hell from social media” might be because everybody and his brother seem to be running into it infused with blind faith in its inherent superiority. The expectation of future benefit at this point far exceeds the evidence of current utility. The optimal weight of online social media in any company’s marketing mix is a function of what the business is selling, to whom, etc. The key is not to champion one media over another but to integrate the message across the appropriate mix.

    • Tariq West

      Re: “One real and valid reason to “run like hell from social media” might be because everybody and his brother seem to be running into it infused with blind faith in its inherent superiority”. Well put sir.

  • Suthnautr

    What you’re describing here seems an awful lot like extra work. Get out of bed, get dressed, get a hammer and then you say have a plan? Look, I got the hammer. Now come on over and borrow the hammer, we talk, you build we’re social. Voila!

    I’m an old Alice Cooper fan from way back. School’s out forever, no more rules. What are you trying to do? You reverse revolutionist you.

    I have spoken.

  • Alysson

    Companies that don’t already excel in traditional customer service aren’t going to excel using an emerging medium like social media. With that, I submit my own #11 for the list:

    Social media is not a solution to existing problems. Any lack of commitment to exemplary service will only be exacerbated by venturing into the virtual world of the social web. A company has to be cognizant of the temptation to succumb to the nonsensical notion that social media can fix what hasn’t been fixed using more traditional marketing & service strategies previously.

  • Kae Kohl

    I would add “Don’t venture into social media unless and until you understand that what used to be a one-to-many conversation is now a many-to-many conversation and, regardless of the tools, the cat is not going back into that particular bag.” (And, why that matters.)

  • Petri

    Thank you,
    now I can show my clients that someone thinks like I do !


  • Sami

    This is basically a great manifesto stating the purposes for which social media is useful. Great post!

  • dhiraj

    Really nice list to run away from social media :)

  • Johan

    Good post, just would like to add that if your organization does not embrace the changes that a social media strategy may bring, or that the change is to hard, then stay out.

  • Leona laurie

    I love this list. Nicely done!

  • Sasha Kovaliov

    Lisa, that’s fascinating and so true! People can just print it and hand our to their bosses :)

  • Ard

    Excellent article!

  • Ross Mulcahy

    Why shouldn’t the president call someone stupid? especially when it so clearly was a stupid act. the attraction of social media is that users can call a spade a spade when necessary…

    • Fulmar Dankwerts

      “A spade a spade” LOL

    • Sami

      I agree that you should be able to tell the truth from your perspective, especially when someone is acting unreasonably. However, calling someone stupid is abusive and the word stupid is meant to hurt. How is the person in question going to learn anything or take away any sort of lesson by someone else is acting disrespectful and mean-spirited? That just shifts the focus from the initial complaint to the handling of the complaint.

  • Srinivas Rao

    Excellent list Lisa. I think it’s a great way to make the point that in all reality what we’re trying to do with socia media is emulate human behavior from they physical world, but do it in the digital world. People seem to forget that. It kind of reminds me of the Dave Chapelle sketch that he did where the Internet was a real place you could actually go to. I’m very fortunate in that I work for a CEO who doesn’t 100% get social media but is also very open minded when it comes to new ideas and bringing social media into the culture of an organization. I think this will be one of the most important posts of the week and glad I came across it.

  • Brian Drake

    What a spectacular post. I wish you wrote it 4 years ago. I would have rethought my own adventures at Deloitte. The notion that you shouldn’t do it for the money really resonates with me.

    I just left The Green Dot and, while there were pockets of people who were in it for the social and collaboration benefits, there was another contingent that was all about turning twitter accounts into ATMs. This bothered me on two levels. First, it was an attempt to appropriate and capture someone’s virtual identity without their consent. Second, it was a short-sighted way to build a crowd of supporters and followers of the corporate brand.

    Thanks for putting this out!

  • Cesar

    Really nice points! Very practical and useful. Cheers lady!

  • James Frey

    I love this post, especially number 1. Too often people try to find the quick fix for their lack of social skills … “I’ll join a service club, or a professional organization and all my problems will disappear.” But they forget that lacking any ability to connect with real people is key to business survival. 99% of all selling still involves human to human interaction.

  • David Rosen

    I love this piece because it brings up all the problems that companies — especially B2B ones — have when it comes to social. But I have to qualify the premise a bit. Even if you run, YOU CAN’T HIDE. Maybe you could a year ago, but not now. If your customers, investors, partners and employees are talking about your business online, do you have any choice BUT to engage? I mean, you always have a choice. But I think the consequence of not engaging — which ultimately could be your company’s demise — makes it a no-brainer as to which way to go.

    #1 Agree. That’s why companies hired PR people in the first place to work with reporters.

    #2 Disagree. Companies usually lack a sense of humor. But it’s hard to find someone who has risen to a leadership spot like CEO or Chief Counsel who doesn’t have a sense of humor. Find that person and laugh with them. After 10 years of experience with the web, I think everyone’s loosened up a enough to be OPEN to having a sense of humor.

    #3 Disagree. You can’t forget about it. It’s not like companies have online customers and offline customers. For the most part, everyone’s online (yes, there are exceptions) and it’s pretty odd to look at the world through that lens. Does anyone differentiate between TV-reliant customers and radio-reliant customers?

    #6 Agree-mostly. It’s ultimately a numbers game, those numbers being sales. I think in consumer social media it’s about scale. But in B2B, small is beautiful. Having the perfect 50 people following you on Twitter is a LOT better than the semi-perfect 5,000, and definitely than the not-at-all-perfect 50,000.

    #8 & 10 YOU ROCK, Lisa! Thanks for the dollop of truthiness.

  • Bruno Braga

    I agree with Cesar. No more words!!
    Congrats for the post!

  • Mariano


    Awesome post. I love that you were able to address nearly all the points that I talk to businesses about all the time. #5 and #6 are especially appropriate.

    David Rosen (previous comment) also brought up a good point, that having a perfect 50 Twitter followers is a lot better than having 50,000, and thats what people need to focus on if they intend to use Twitter for business purposes. Don’t treat it as a popularity contest, because only a few people get to be popular.

    Great post, very thought-provoking!

  • Kim Kolb

    Lisa, thanks for the awesome post! I laughed so hard I think I bruised a rib. I think it is funny that people think they don’t have a clue nor do they want to have clue about social media. Maybe if someone isn’t a good people person, they shouldn’t be running a business. My thought is that we all had to learn EVERYTHING we do in life. We had our fears but we got over them. For businesses to think that they can’t or don’t have a need to use Social Media, I am afraid in the end will not have a business to run. They will get plowed over by those of us who take this seriously. Think of it this way.. traditional marketing was won by whoever had the most money.. The little guy had to work twice as hard to get business because the big guy was getting all the customers. Case in point.. Walmart coming into town and forcing mom and pop shops out of business.
    Great Post!

  • gregorylent

    hierarchical companies like Boeing would fall apart with internal social media

  • dave

    This was an interesting post. As a founder of a company that uses social media in part to get the word out about our business I am applauding all of you “social media experts” (laughable term) that are in agreement with this post. I am not a social media consultant, but I am using social media to gauge conversions and see what the cost is per conversion. Right now for our project the cost per conversion is less expensive than traditional media and I have the data to prove it. For that reason alone I will continue to use it and keep a watchful eye.

    Before comments like this can be made there needs to be actual proof that social media works. When “leading experts” (another laughable term) start asking the twitterverse for hard data from followers on any and all companies that can provide them with their data so that they can use it in a speech at a conference that hard working people have to pay for to go and listen to….we need to rethink why we are paying for this information, as it appears to be a form of hucksterism.

    Right now there are a lot of people starting to make this social media business look like the MLM business. Nobody is prepared to “endorse” your product and help you sell it; however, they are prepared to take your money and teach you how to sell it!

    Until social media can declare an expert and that expert can provide case studies that cover off on real case studies in small and big business its all a bunch of experimental hot air. An experiment that we as a company are prepared to do.

    P.S. If anyone has hard data for me to use for free so that I can present your findings as my findings at a Tedx conference get in touch.

  • Roger Wilson

    Dave, I have seen some of what I would judge to be pretty good data from a client of Coremetrics, Seton Hall University, which has invested in Facebook activities and tracks conversions closely. If I remember correctly, their conversions from social media are second only to their conversions from display advertising. They have a tightly managed mix which includes advertising, PR, events and online social media and obviously their target market of potential students in a specific geographical area are highly likely to engage through social media. That being said, the whole discussion could use a good deal more skepticism.

  • Tola Famakinwa

    Nice stuff, a bit of a laugh but very true.
    Frankly, I wouldn’t think a CEO of a decently big company would have time to blog or twitter about his company. It would be more for small to medium businesses IMO.
    And that last part about blogging for your company without their consent, that is absolutely class!!

  • Terrance Charles

    Nice points you brought up, and that’s a good message. “if the person is smart enough to get it”… And that’s a big statement because if you don’t understand how social media works, you can damage your credibility and brand quicker and especially through word of mouth, so you really have to be careful on how you approach social media and find out WHY you are using it and what are you trying to gain from it, great post ;)

  • Mark Palmer

    I’m a CEP who uses social media every day – and I even wrote this blog post called 27 Twitter Lessons for CEOs , which advocates for CEO use of social media a year ago, and it’s constantly referenced with comments like “I wish I could get my CEO to do that.” And I have always answered: be careful what you ask for.

    My guess is that less that 10% of CEOs should be on social media, and that it will take a generation before it’s commonplace, because it’s not just a tool, it’s a mindset.

    – Mark Palmer, CEO, StreamBase (@mrkwpalmer)

    To me That said, this article is spot-on, although I don’t think the issue here is that most CEOs are lame or lazy, as some might suggest

  • Ashlyn Montgomery

    I absolutely agree with this entire list! I think all company’s can benefit from creating a larger social media presence, but they have to do it right, and some just aren’t on the right path. Still, I think that if your CEO can’t use social media effectively, it’s not a great sign for your company. Adaptability, resourcefulness, and technology IQ are very important!

  • Mark Shaw

    Heh Lisa, top article.. You are so spot on.. In the talks that i deliver, i always have a section on the sort of businesses / people that should not be using Twitter, and other social media platforms…

    This is not becuase they are bad people, it is simply because they are not suited to that way of communicating.. and yes you are right.. in those situations, it would probably be beter that they left well alone….


  • Abdul F Ismail


    I especially agree with the sentiment of Social Media being used as a numbers game by introverts. You want to get elite treatment while investing mundane energy. Those hits only come by listening to the demands of your consumer and satisfying them. The rest has been spoken.

  • Adis Vila

    Mark, read your article on CEOs/twitter and your article reflecting on Women Leaders at the World Economic Forum. Your seven year old daughter is good hands! I would like to serve on a corporate baord and would benefit from connecting with you and other CEOs who have seen the light and would like to diversify their boards. My profile on LinkedIn is up to date. I look forward to hearing form you. AV adisvila@bellsouth.net

  • Andrea Learned

    Love this! I run into far more companies that should NOT be using social media than should – at this point. Your guidelines are perfect for mass distribution at the next big social media conference or session.

  • Sigrid Lichtenberg

    Thanks a lot, Lisa, for this great article. You are absolutely right. It is a pity that a lot of companies make these common mistakes. Just saw that the company where I worked a few years ago has set up a dozen different twitter accounts and filled them with almost no content. Hope they will read your article!

  • Karel Zengdurf

    Interesting article, but I disagree about the RSS bit (#4). I think it’s a great feature for a business to connect their site/blog’s RSS feed to a Twitter account. Even if you don’t want to really engage in the whole Twitter thing, if your RSS posts are infrequent yet informative, people can follow that Twitter account and get the same advantages as they would get from subscribing to an email newsletter.
    Except this way has a somewhat more smooth treshold for entry in certain target demographics.

    I mean, that’s not getting the ultimate out of Twitter social marketing, but it’s a quick and easy fix that’s a great start to expand from (by posting additional non-blog tweets) but when you leave it and “forget about in the morning” (#3) it’s still useful.

  • Peggy Dolane

    This post is simply brilliant, right down to the catchy title.

  • Marcus Osborne

    This is a really good article on so many levels but the essential theme is that there is no such thing as a silver bullet. And this is something that CEOs continue to ignore whenever someone develops a new tool to help build a business.
    One of the reasons for this, here in Asia anyway, is that many CEOs are on short term, success related (success is measured in terms of profitability which is the wrong metric for a short term initiative) contract.
    If you are under pressure to get immediate results and someone walks in and says “buy this hammer and before you know it you’ll have a house” you tend to believe them.
    I believe twitter is more of a retention tool than an aquisition tool. But it is only a tool and if used incorrectly can cause damage.

  • Sharon Cain

    Lisa this is a fabulous post – all the points are spot on and I love the first one in particular. I think those who are genuine ‘people persons’, great conversationalists and natural communicators are the most successful in social media. You are so right about the scattergun approach which I see a lot in my own industry in the UK. And I agree wholeheartedly with Phil Powdrilll’s point about aging males in boardrooms. We stil have a long way to go but with great people like you ‘championing’ the cause, we’ll get there quicker!

  • Priya Florence Shah

    Awesome post, Lisa! Every time a new communication tool comes out everyone wants to jump on the bandwagon. But a tool is just that – a tool. It’s what you do with it that matters. You can use a hammer to build a house or to kill a person. It’s your intention that makes all the difference.

  • Linda Aragoni

    I would an another to the list: You aren’t able to learn on your own.

    Companies that think learning is something that the training department handles or that designate one afternoon a year to a motivational seminar all employees are required to attend are not good candidates. Social media cannot be learned from reading. It’s like swimming: you have to immerse yourself in the environment before you understand what you read.

  • Dave

    Great post! Can I just say that the same list applies to people who are actually attempting to manage their careers and/or seek for a job? Everybody talks about “networking” like it is the magic bullet for someone who is out of work! However, if a person does not care about other people, has no idea how they can add value into people’s lives, and is not willing to be genuine, then it simply will not work-even if they have 10 million friends/followers/contacts.

  • Kristina Summers

    I really enjoyed reading this, so much so that not only did it inspire me to spread it around my office, which is pretty much stuck in the dark ages I’m afraid. but to also share it with a fellow blogger just now who was writing a post about the negative aspects of people who are only involved in social media to be “fan whores” for ratings and popularity contests.
    You made some great points- I really liked the part about if you are not a social person, then don’t expect to become one through social media. The web won’t change who you are! I am in charge of the social media program at work and at times it is like pulling teeth but I think we are slowly getting there. Had I read this post a year ago I might not have been convinced my agency would make it, but with a little perseverance and some new talent I think we are making strides. Again great post, and I can’t wait to check back for more great updates.

  • Danny Shaw

    Well done and great points. It does seem that for now most companies social media strategy is based purely on a numbers game and how many followers and fans they have. Especially when the decision makers choices are based on the bottom line. There really nothing else I can add to this list that already hasn’t been touched upon. Kudos.

  • Christine

    Good points but at the same time social media isn’t going anywhere. It may change from Facebook and Twitter to a new site but the concept is staying. Any SNL fans on this blog may enjoy a another blog one of my business partner’s wrote. It’s a play-on-words about how social media is just a ‘fad.’

  • Jen Adams

    Passing this post on yet again today – it is just such a wealth of valuable advice that I can’t help but recommend it repeatedly.

  • Michelle

    Hilarious :D I just found this. Nice to find your blog, Lisa

  • Sally Neill

    What a great post, so so so funny, made me laugh on a wet dreary day in Scotland, UK, thanks Sally ;)

  • Chris Theisen

    All good points but here is the biggest one you forgot. If a company behaves in the manner described they wont be in business long or successful enough for someone to have time to start using social media.

  • Brad Twersky

    “Some businesses are simply adorable. Social media for them means creating that blog or Twitter/Facebook/LinkedIn account and then sitting back with a Corona (see how silly they are?) while they wait for the leads”

    Alas, that is the attitude I get from my clients. These guys are lawyers and have licenses to practice. I am a marketer and don’t have a license to practice…yet clients want the above but want me to do all the writing…EEEK!

    The thing is, I could probably do it, but then there is no ownership by the person who I am writing for…no excitement…no desire to see the path to a big following…


    (end of venting.)

  • Kristen Bentley

    Great post Lisa! You had me snickering aloud :)

  • Daisy

    Absolutely lisa, If one don’t have social skills and proper strategy on how to use social media then it is better to be away from it or hire someone for this work.
    Lot of people just create twitter account and go on tweeting about their blog posts and eventually they realize that no one is following them, Its because they don’t understand how interaction are also necessary to reap benefits from it.

  • Lisa Marie

    I needed this info! Where were you all the time?

  • Jim Tsap

    Social networks were ment to be social and not just marketing tool. We all have to keep social network…. more social and less unpersonal!

  • Constantin Gabor

    The way I see it, social media is about hanging out and having fun. So, if you’re doing it, I’m assuming you’re chatting about the stuff that’s of interest to you and your folks – nothing bad can come out of it.

    I’m not selling when I’m with my friends. Why would I do it in social media?

    But I see your point. Some are in it just coz “it’s there”.

  • S.R.Ragan

    Good article and great points. Every company needs to consider these points before deciding to jump headfirst into social media. However, I don’t believe a company should look at it as “Should I or shouldn’t I?” but more as “Okay, I need to research the best way to do this.” . I think a company that doesn’t take advantage of the opportunities that social media has to offer is an idiot.

  • Amber Evans

    #6 #6!!! – “people like you annoy everyone.”

    couldn’t agree more.

  • Charleen Larson

    I’m going to disagree with the general lovefest here and say that if you pitched that to me, I’d toss you out of my office.

    Oh, I know, this snide-filled screed was for the consumption of other social media hacks and you kiss ass as much as anyone when it comes to landing accounts.