Move It or Lose It (or, RIP, Michael Jackson @marksmith)

The communications industry is undergoing the biggest change since the invention of the Fax machine. Social media is all anyone can talk about as Twitter, Facebook and blogs rapidly change the way we do business. Some professionals, like myself, are invigorated by it, even if we’re still trying to figure out why on earth @marksmith would want to follow our daily trips to Starbucks on Twitter.

Many others, like my friend (we’ll call her Mary), have dug in their heels to prevent the quicksand of new media tools from sucking them in. Mary is an old college roommate of mine who has worked her entire career as a television news anchor. She is nothing like my dad, whose disdain for anything technological is understandable, considering his Christmas iPod gift has cost him thousands of hours in IT support. Mary, however, is hip, trendy and can clearly see the direction her industry is heading. Still, she’s not having it.

Despite our best efforts, she refuses to join the cool kids and “Facebook Friend” anyone, stubbornly refusing to give us updates on her life over anything except dinner and a glass of wine. She believes that social media is dangerous in the industry because it’s too hard to control the message and the messenger and, therefore, she refuses to participate.

I understand her resistance to some degree. I am the type of person who still uses a Day Planner and will never move my To Do lists onto my iPhone. Never.

But, I think resisting a massive change in your industry is a mistake. Social media is growing at a pace faster than any of us can keep up with. Many people found out about Michael Jackson’s death on Twitter, before the news Web sites had the latest information. Whether you’re a fan or not, social media isn’t going anywhere (but up), and as communications professionals, we need to be on the forefront of the change to help guide our clients and audiences through the jungle.

I say bring it. Game on! Let’s embrace the change and (carefully) try something new.

Posted by .(JavaScript must be enabled to view this email address) on 07/02 at 11:58 AM

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Sure social media and twitter are all the buzz, but be careful not to go “all in” just yet. We hear how these new platforms are invigorating marketing departments to the point where tried and true campaigns are being neglected. Some things, like direct mail, still works well.

Posted by .(JavaScript must be enabled to view this email address)  on  08/05  at  01:03 PM

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