Gini Dietrich

Six Reasons Social Media Doesn’t Work

By: Gini Dietrich | October 25, 2011 | 
163

When I speak, I tend to hear the same excuses as to why company leaders aren’t approving the use of the web for business development.

It’s like my own private joke when I ask them to put their baggage on the table and they say things they think no one else has ever said.

But my ultimate favorite? “My customer doesn’t use the Internet.”

Yes, it’s true. In 2011 there is always one person who says their customer doesn’t use the web. It always makes me snicker to myself when I hear it because more than 80 percent of Americans are online.

But there are six other reasons business leaders admit for not using the web.

Fun and Games

Three years ago, when I started the speaking circuit, the excuse always was that the only thing the web affords us is fun and games. Add social media to it and it’s only for the kids. While most business leaders now understand technology is fundamentally changing the way we communicate, they still think it’s for the kids…and something they don’t need to worry about because it won’t affect the business world until long after they’ve retired.

Lack of Control

Lack of control is always one of the first things I hear. But the fact of the matter is, you never had control of what employees, customers, and other stakeholders have said about you, your company, or your products/services.  People have always had negative things to say. The difference is now you know when they’re saying something bad…and you can do something about it by listening and monitoring the online conversation.

Fear of Change

It’s true most of us won’t change unless we’re forced to do so through a crisis. Even though we like new things, we’re fearful of doing things differently. Time and time again I hear, “But this is the way we’ve always done things” in the same sentence as, “I don’t know why we’re not growing.” Perhaps it’s because you’re doing things the way you’ve always done them.

Don’t Have Time

We all only have 24 hours in our days and we all seem to be doing more with less. So business leaders, rightfully so, admit they just have time. But the thing about technology is it makes us even more efficient. Just like brushing your teeth or playing golf, if it’s something you really want to do, you’ll find the time.

Liability

Many business leaders are afraid employees will say or do something online that affects the company. For instance, they might tweet proprietary information or Facebook with a competitor. If you don’t have a digital policy, create one. Just like your employee code of conduct for answering the phone, sending email, and attending trade shows, if expectations are set for how people are to behave online, they’ll follow them.

Return-On-Investment

This is probably the hardest one to explain because there are many “experts” claiming the ROI is return-on-influence or engagement. And, when business leaders hear that, they know it’s horse hockey. Social media is more often than not, not measurable in the dollars and cents way of the word. But digital efforts ARE measurable to revenue and gross margins. If you’re looking for help in determining the ROI, find an expert who can talk to you in dollars and cents with an integrated marketing communication focus. It’s possible and it works.

What about you? What are the best excuses you’ve heard?

This first ran as my weekly Crain’s column.

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

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163 responses to “Six Reasons Social Media Doesn’t Work”

  1. CarlThress says:

    Great points all, Gini. Hard to believe some execs still think their customers aren’t online in 2011. Wow. (To borrow an image I’ve seen used elsewhere: http://pwtorch.com/artman2/uploads/4/mind-blown.jpg)

    I clicked over to the HBR piece you mentioned under ROI. It was one of those articles where you learn far more from the comments than the piece itself. Next time they want to look at ROI for social, maybe they’ll ask thebrandbuilder to write a post for them, instead of relegating him to the comment section where he has to try cleaning up someone else’s illogical mess.

  2. faybiz says:

    how about- just cuz @ginidietrich said so?

  3. HLeichsenring says:

    Mix up Social Media and Marketing: Just talk, don’t listen

    “Our customers do not need / do not use Social Media”

    “We do not have the right content for Social Media”

    Kind regards from Germany

    Hansjörg

    • ginidietrich says:

      @HLeichsenring Oh the content one is good! I always tell people to take their website content, take out the French (the we, we, we), and voila! You have content.

  4. _davidhorne_ says:

    Those are pretty common ones. One of my favs, “it’s just a fad.”

  5. EricaAllison says:

    “We don’t need to be on Twitter. It’s not like we’re selling $2 Tacos or widgets. We’re architects.”

    I still enjoy that one! And you might imagine the tone and sense of disdain with which it was said…:)

    • CarlThress says:

      @EricaAllison Yikes. I think some of that disdain just dripped on my shirt. Or maybe it was that $2 taco I’m eating.

    • ginidietrich says:

      @EricaAllison I agree not every company should be on Twitter, at least from an engagement standpoint. But there sure are lots of things one can learn by listening.

  6. Hi Gini… this one might be my favorite. “Who would want to listen to us?”

    I hope that’s not the attitude their sales forces takes to a meeting! 🙂

    –Tony Gnau

  7. danielnewmanUV says:

    Horse Hockey? I’m going to use that for sure.

    Okay, I agree that ROI is tough to define and a frustrating topic. Reality is, I tend to talk about opportunity cost. What is it going to cost us not to be here? Is don’t know and do nothing really going to be the competitors that take me down?

    Great post.

    • @danielnewmanUV Agreed Daniel. In fact, I’m going to add one more to it “That’s freaking horse hockey”. Nice ring, ehh @ginidietrich 😉

    • ginidietrich says:

      @danielnewmanUV HAHAH! I’m glad someone caught that!

      I like the opportunity cost mentality. I also talk about leadership and market share, especially if they’re the first in the industry to be using the web for more than a brochure website.

    • ginidietrich says:

      @danielnewmanUV HAHAH! I’m glad someone caught that!

      I like the opportunity cost mentality. I also talk about leadership and market share, especially if they’re the first in the industry to be using the web for more than a brochure website.

  8. I am actually stunned that leaders are still ignorant and aren’t using all the tools available to them – how can anyone not know that Facebook is one of the biggest countries in the world now (I myself just bought a new beach front property!).

    Fair play – admit it if you don’t know much about how it works, but it is a dereliction of duty to not know that there are loads of really clever ways you can interact with your customer base – at a cost lower than traditional methods, and with methods that you can see how you are doing.

    I guess the alternative could be to go back to throwing a big bag of cash up in the air and hope that some of it lands on people you care about.

    • ginidietrich says:

      @Nic_Cartwright And it’s not even just the social networks – it’s the web, in general. When I put it in terms of letting the web grow your business while you golf, they usually sit up and listen.

  9. Like you Gini, I’ve heard my share. And at this point, for those that say totally stupid stuff like ‘my clients aren’t online’ I tend to find myself responding with some utterly sarcastic statement that ends up making the person hate my guts. 🙂 But hey, they weren’t ready anyway, right?? 😉

    • HowieSPM says:

      @Marcus_Sheridan I think that depending on your bias (monetary and personal) and experiences you will have certain views.

      Going with your pool biz here Marcus. Say only 10% of your potential customers are online. And you make a killing reaching those 10% your view would be the online thing works, everyone is online. When the truth could also be most of your potential customers are not online.

      Which brings me to the danger of some of this. What if that 10% was true and your competitive advantage was reaching that 10% and all your competitors jump in and you all fight for the 10% and the 90% are still out there…..

      • @HowieSPM I don’t know man, I really don’t think such a business even exists in 2011….and if there are still a few out there not online, the marketing to ‘find ’em’ is going to be too hard and expensive to worry about ’em anyway.

        • ginidietrich says:

          @Marcus_Sheridan@HowieSPM Is there a business that doesn’t have a website? It’s more than just Facebook and Twitter. It’s using the web for business growth. So maybe only 10 percent of your customers use social. But most, if not all, use the web. The idea that you’re not going to participate in more than just have a website in 2012 is ludicrous.

    • ginidietrich says:

      @Marcus_Sheridan My favorite thing to do, when they say that, is say, “Oh really?” And then pull up what their competition is doing and how they’re attracting the guy’s customers. Usually they hate me, too, but it makes the point.

  10. TheJackB says:

    I have been told more than a few times that they have too much business and can’t handle any more. You would think that they would want to use a CRM system to file away prospects for a rainy day.

  11. bdorman264 says:

    I was going to say something smart but I was so incredibly witty on your Monday post I figured enough is enough.

    Most of my IRL friends do very little w/ social. Every time I bring out my phone around them they say ‘hey Dorman, are you tweeting’? I say of course, how else can I maintain my world dominance. There are some local people who will tell me about a tweet I sent or mention a topic on one of my posts that I had no idea they were looking at my ‘stuff’. So, a lot more people look at this stuff than you might think.

    If I were a betting man, I think social is here to stay. I look at it as being pro-active and trying to identify and take advantage of the opportunities as they present themselves. I don’t want to be that ‘stick your head in the sand’ guy.

    • HowieSPM says:

      @bdorman264 this is the self bubble Bill. I am always the only person on Twitter among my friends. Most use facebook but they aren’t heavy users. The only people who think the world is so social is the news, the ad agencies, and the tech world. Talk to a Facebook employee and they will shovel the horse shit so high they suffocate themselves. Ask the average person on the street and they will say ‘I don’t behave that way’

    • ginidietrich says:

      @bdorman264 You’re definitely not a stick your head in the sand guy. And social IS here to stay. My prediction? Email dies and we all use some sort of social tool to communicate. All of us.

    • Tinu says:

      True, most people aren’t that social online – until they ARE. I like to look at what my family is doing. I’ve got my Dad, who had an iPod before I was even sure what they were. Then there’s my mother who started out as “how do I see my grandkids on the faces books?” who could now teach a basic class on how it works. Then my siblings. My sister has all her kids pics on it – kids who keep teaching ME how to find things.

      My younger brother is still not telling people he’s on FB. Of course, he’s anti-social in real life. I think of him as my mainstream person. If I ask him what 4sq is and he flips me off and says something about skin… *ahem*, I figure I have the temperature of the nation.

      Except for him, most people I know have their point of transitions. For some it’s when they can’t use their cell at work but no one cares if they use their iPad, not realizing it has its own wifi connection. Or a friend of mine who gets upset about a company “Can you blog about this? Can I? How do I find this company on the tweeters?” Suddenly all this stuff is useful and they become immersed.

      It’s very challenging to remember how far in the bubble I am, since the distance seems to change from day to day… @bdorman264

  12. jasonstamper says:

    The one I hear most is that “Twitter is full of people talking about what they ate for lunch.” Your readers though may be interested in my blog on the ROI of social networking (http://bit.ly/aMW5Pj) – it tries to look at ROI using $$$ as you suggest.

  13. HowieSPM says:

    It’s the labels and boxes Gini! The thing I fight against all the time. It is why people should not be allowed to give talks, speeches, write books, articles or anything about Social Media because what they say is 1] always subjective 2] usually not repeatable in practice 3] big successes almost always are pure luck 4] big blunders are often from sheer stupidity (hey Nestle I am calling you out)

    So people get this view of what Social Media is or can be based on hearsay vs them trying it out.

    BTW I apologize for saying one of your revenue streams should be eliminated LOL

    • ginidietrich says:

      @HowieSPM I actually don’t speak on social media, so you’re not taking away one of my revenue streams. I speak on using the web for business growth. A part of it is how to use social media to promote the great work you’re doing without being sales-y. When I get to that part is where I hear these excuses. And it always makes me chuckle.

  14. ExtremelyAvg says:

    My thoughts, adeled as they might be, are that these lame excuses are a substitute for their real answer. “I’m afraid of new technology. I don’t understand it and if I admit that to you, Gini Dietrich, you will think I am a dullard. I’m not a dullard, but taking the first step is frightening. Oh, did someone just say there was cake. I’m not afraid of cake. May I get you a piece?”

    My mother is a wonderful technophobe. She will avoid something for years and take large doses of mockery from her son, until she finally gives it a try. My mother is also a very bright woman and when she finally gives the new technology a try, she understands and loves it almost imediately. Then I begin the post tech adoption mocking phase which sometimes lasts forever. Seriously…It took me several months to get her to use c for copy and v for paste. Now she tells all her friends about it.

    I think it is in some people’s nature to put off trying something completely foreign to them. I too have done it. So perhaps one just needs to find a clever non-threatening (sans mockig) method to ease these business leaders into the social media pool.

    I still haven’t figured out tribrrerrorrasauras…or how to spell it. (Let the mocking begin)

    • ExtremelyAvg says:

      The system got rid of my control “” before the c and v.

    • @ExtremelyAvg I took a call from my boss a few years ago – who wanted access to some files on his computer – and needed my help….. The conversation went something like this –

      “…. calm down – I will find the file – just follow my instructions” – OK

      “Open up Word” – how do I do that

      “Go to the Word icon on your desktop” – where is it

      “Click on the START button” – where’s that

      “Go to the bottom left of the screen” – there is nothing there….

      “Is your computer on” – how do I know???

      Slaps head!!!

      He was the CEO.

    • ginidietrich says:

      @ExtremelyAvg I really would love it they admitted they’re afraid and don’t want me to think they’re a dullard. Now THAT would make for a great speaking engagement!

  15. MSchechter says:

    I actually think we’ve moved past here. My industry tends to be as low tech as they come and these questions (all of which I’ve fielded time and time again) seem to be abating. What I’m seeing now is the pivot to “how cheaply can I get this taken care of” rather than “how can I leverage this opportunity”.

    Most people tend to show up to find how much to pay a teenager these days… I think it is based in the point you raise about it not really being relevant until they retire, but it is no longer a matter of businesses not wanting to do it. Now the challenge we face is getting businesses to do it right.

    • ginidietrich says:

      @MSchechter Um, no. We haven’t. These are the things I still hear! In fact, I was doing prep yesterday for a speaking engagement I’m doing in Omaha week after next and two of the attendees have already expressed disdain that they have to attend because they don’t even have websites. So it’s still there. Very much.

      • HowieSPM says:

        @ginidietrich@MSchechter I think there is a conflict with being on the web and being social on the web. Today only 10-15 million US consumers will be on Twitter. Only 22-30mil of the 67mil who log into Facebook will be social the rest will just read. Being social includes Clicking Like on just one item, updating you status, sharing a link or video. The other ‘readers’ can only be reach via Display Advertising no different than Yahoo.

        But there are 200million + US consumers online every day doing everything from surfing to shopping to reading to playing games. And seriously most businesses use the web. Just depends how. I would guess most have either just a basic website (think restaurant) to just a yelp or a yahoo listing (like your dry cleaners)

        For B2B it is different. I worked with a Sales Rep Org in California for heavy industry. Their website is just a bio of 6 guys and their history and a second page listing the 15 brands they rep with links to those brands. But the guys use the web all the time for research, communication, business development.

      • MSchechter says:

        @ginidietrich Let me rephrase, we are getting past here. Worse yet, have you seen those same people asking you if you can use Social Media instead of having a website…

  16. NEMultimedia says:

    Made me look! RT @ginidietrich: Six Reasons Social Media Doesn’t Work http://t.co/cNx7KJ1L

  17. one anecdote that shows that the whole world is not internet savvy….. A friend’s mother in Scotland thought that it was possible to find out random information online by logging on to “Dougal”….

    – if you know your Scottish names – this is hilarious – if not – probably not so much!! I laugh every time I think about it.

    • ExtremelyAvg says:

      @Nic_CartwrightI think it is hilarious! Two points for your friend’s mother.

    • Tinu says:

      There’s a Twitter account based on the fact that a guy has his father believing Twitter is Google. And despite the fact that whatever the man types in just shows up on his Twitter feed, he keeps entering searches. Hilarious. @Nic_Cartwright

      • @Tinu I can’t quite get my head around that (but I like it!)… The dude keeps entering searches into his Twitter feed???

        If he is using the feed as his results – he must be getting some incredible results….

        I just searched Twitter for my nearest cheeseburger joint and the Huffington Post told me that Netflix Stock just plummeted.

  18. wabbitoid says:

    Well summarized – these are the big ones, but I think we’re doing better all the time. People I talked to a year ago who had many of these concerns are calling me up cold and asking what they can do to get moving <i>now</i>. So it’s getting better all the time – a bit slowly, but it is.

    I just want to emphasize what I tell many of them, esp regarding “fun & games”. Letting go of what happens is a bit hard, but to a large extent any biz on the ‘net does set its own image. Keep it real, tell people what they want to know, and make your own mark with your own personality is what I tell people. Trying to be chatty, trendy, or all that other stuff just invites trouble. Small businesses especially can make their own mark and develop a core of their loyal customers who reflect that back well, keeping the liability and negativity to a minimum.

    That’s the answer I’ve learned to give with experience.

    • ginidietrich says:

      @wabbitoid I think the difference really lies in B2B vs B2C. Consumer businesses (retail and customer-facing, especially) are learning they have to jump into the fray. It’s the B2B guys that tell me their customer isn’t using the web. And they really believe it.

  19. ginidietrich says:

    @karlsprague Seriously. I’m going to use that: “The competition is blowing past you while you make excuses”

  20. DanielMWood says:

    I just started working with a new company, it turned out that you couldn’t purchase products through their website, they didn’t use social media, they had almost no web presence at all.The number one topic on our list is, social media.

  21. ginidietrich says:

    @leconasagrado Right?! That one kills me.

  22. janbeery says:

    One of the best excuses I’ve heard is “we don’t want anyone to know what we’re doing.”

    My response, you ARE in business, right? You DO need customers to grow your business, right? It still happens. That’s why we do what we do, right? Changing the world, one client at a time!

  23. ginidietrich says:

    @kmjeffrice I think that picture is my old Twitter photo

  24. ginidietrich says:

    @GeneneMurphy Ah! Glad you liked it

  25. ginidietrich says:

    @ShakirahDawud Excuses is right

  26. Neil_Rubenstein says:

    I dealt with people who forget the social in Social Media and want instant results….Funny the ads in the trade pubs didn’t generate instant results either…

  27. Tinu says:

    ROI is a hard objection to deal with – it also seems to be the one of people just dead-set not to make the changes needed to thrive in this new world that’s emerging. Sometimes in history, everyone who doesn’t change will die. This is one of those times and organizations aren’t exempt from this.

    It’s also hard to accept that every useful thing we do isn’t completely measurable. I’m a huge fan of metrics and measuring things but only up to a point. Like with recipes, there’s a time when 1/4 teaspoon is very critical, and others where using “a pinch” is just as important.

    For example, there’s no measurable ROI to brushing your teeth in the morning as it relates to in-person, face-to-face meetings, as such. But you’d be a fool to argue that just because you can’t lock down how many people will be turned off by your breath to 99.98% that you should skip brushing.

    Well, a fool or really, really STANK.

    • ginidietrich says:

      @Tinu I was JUST reading an article about how big companies are trying to buy innovation instead of changing. Um, seriously?

      I had this conversation on Twitter. I think it’s pretty difficult to measure SOCIAL efforts to increased profits. But you can measure DIGITAL efforts, which social ties into. You can track where a lead comes from (i.e. Twitter, FB, YouTube, blog, etc.), but it doesn’t typically lead to a sale directly from one of those platforms.

      As for your brushing the teeth example…I’m pretty sure there IS an ROI for that. Or perhaps it’s the opposite of ROI.

      • Tinu says:

        Yes, yes yes. And the ROI of brushing your teeth is almost 100% if you ask me. The point is that you can’t measure it until you Don’t do it. 😉 @ginidietrich

        • tonia_ries says:

          @Tinu your analogy is a good one – and it translates into a real-world example of a PR or customer service fail when brands don’t have a presence and don’t respond to a problem that then blows up. But here’s another one: when’s the last time someone asked you for the ROI on taking a client or a prospect to lunch? To me, a great deal of the value of social media is in building the relationships. While I, too, like to measure things, you just really can’t always put a number to something like that.

        • ginidietrich says:

          @tonia_ries@Tinu Sure you can put a number to that! It absolutely can be quantified if you have a face-to-face relationship with clients. Every time I, personally, meet with clients, I walk away with more new business.

  28. I think I am dealing with every single one of these reasons right now. Even though my agency is perfect, and I mean P-E-R-F-E-C-T (I can’t emphasize that enough), for utilizing social media to get our message out, these excuses are what I am struggling to overcome. I see this as a slow moving train that barely has enough energy to get going on the tracks where I’m at.

  29. sydcon_mktg says:

    Sigh! Let’s see, we get the same as @janbeery “the we don’t want our competitors to know”. We get the why would I be social on line when I can be social at the local Chamber Mixer!!@$#@#$!

    We get, I am in the phone book or have a website that is 25 years old, my business hasnt changed so I dont need to adjust.

    My favorite is I am a “small, local business. I dont want to take tax dollars out of my community so I dont want to do social media or increase my web presence”. (These are the people who really are just afraid of loosing customers to online competitors.

    • ginidietrich says:

      @sydcon_mktg And those are the people who will be out of business because they’re not making it easy for their customers to buy from them. It’s not about them. It’s about their customers.

  30. HowieSPM says:

    Hi just thought I would leave another comment just to boost the number count. Plus I need to ensure I leave more comments than @bdorman264

  31. ginidietrich says:

    @belllindsay Whatcha doin?

  32. ginidietrich says:

    @RickCaffeinated It’s kind of crazy

  33. spurdave says:

    @vincenturamos Thanks Vincent! Much appreciated. Go Cardinals!

  34. karenswim says:

    Hi @farida_h thanks so much for the RT, I love @ginidietrich ‘s posts!

  35. ginidietrich says:

    @PRtips Thank you for sharing!

  36. ginidietrich says:

    @kbkcomm Thanks BFF!

  37. HerzogIND says:

    @ginidietrich Do you still finding yourself having to convince execs about PR/SM and digital media?

  38. Harald_Nick says:

    I can’t tell you how often I’ve been confronted with a mixture of all the 6 reasons you mention, Gini!

    After having read the whole conversation here and many posts from you and others on that topic, I agree with Des Walsh (who points it out so rightly in his post

    http://www.customerthink.com/comment/reply/269704 ): social media resistant bosses or decision makers get even more angry – in my view no matter what age – when you point to research or best practices that show the rapid growth, usage and success companies have by doing business within social networks, the social web, social media or ‘the web’, how industry leaders, specialists, customers, clients and journalists both young and old are profiting from the tools and platforms within the social web. As Des sums up: “So it’s not about the facts – it’s about emotion”.

    In my view it all comes down to – fear: fear of having missed out a development that startet 20 years ago, fear of having to catch up with something they neglected all those years, fear of the changes that result from diving into or continuously having to care about ‘that social media thing’. What they feel or already know is that social media – if done right – changes everything. And CHANGE is a management issue, which means it’s their job to start the change from the top, and maybe in many different areas of the company, not just in the marketing or public relations department.

    We have to face this decision makers’ basic attitude of fear and find good points and reasons to make them accept or convince them that change is nothing to be afraid of but opens up many many new opportunities – as you, Gini, are constantly pointing out!

    • ginidietrich says:

      @Harald_Nick It’s about emotion. That is so true. And change is about doing things differently than they’ve always done them. It’s interesting business leaders are still so resistant to change, especially in light of the economy and what the U.S. workforce has gone through in the past three years. But some still don’t want to do anything differently than what has always worked for them in the past…even if it’s no longer working.

  39. […] Six Reasons Social Media Doesn’t Work (spinsucks.com) […]

  40. kbkcomm says:

    @DeganiaGroup Thanks for the RT, Stacy. Have a great day! 🙂

  41. ginidietrich says:

    @JGoldsborough Thanks for the #pr20chat shout out last night!

  42. ginidietrich says:

    @dereklothian Thanks!

  43. BethMosher says:

    Sigh. I’ve heard all these before. But, I have this new one to add that I also get from my too scared/unengaged/needtobeincontrolexecs: my company is geographically dispersed and I am only responsible for the pr/promotion in a certain geographic area. Other franchises (for lack of a better term) are responsible for promo in their areas. So, they reason that promoting through social media promotes outside our geographic area. Umm…so does our Web site. And that Chicago Tribune article that was posted online – also outside our area. That seems to fall on deaf ears. My frustration with this is I guess tempered by your experience in dealing with this all the time. We’re not the only ones!

  44. […] you think Social Media doesn’t work, check out Gini Dietrich’s take on Six Reasons Social Media Doesn’t Work, and you’ll get a clearer understanding. […]

  45. kehutchinson says:

    Ah, Fear Of Change. I work in domain names, and currently, everyone is up in arms over the coming new gTLDs (i.e. dot anything vs dot com). I have heard so many arguments from people who don’t want them: we don’t need them, they’re different, people won’t learn how to use them, they won’t affect the value of a dot com…. and it all boils down to Fear Of Change. It happens everywhere. Next week, can you talk about how to get people over the Fear Of Change?

  46. lauraclick says:

    Love this post, Gini! I’ve spoke to three different groups this month, one of which was a very hostile audience against social media. One in particular (who was older and kept calling it “the tweeters”) was so frustrated about it all and just wanted it to go away. He wondered why they even needed to worry about it in the first place. Your point about it not being relevant until AFTER they retire is spot on.

    Someone in the subsequent session I spoke to I think said it best – we like to be in charge, but we can’t always be in control. For folks in leadership positions, that can often be a scary proposition. I think fear is the underlying reason many don’t move forward – fear of lack of control, fear it will be a waste of time, fear it won’t impact their bottom line (or will have a negative impact).

    It’s one thing to make a conscious, educated decision not to engage in social media or the web, it’s another to make up a bunch of rubbish and stick your head in the sand hoping it will go away.

    • lauraclick says:

      Oooh! Just realized I forgot to add one of the other excuses I heard. Strangely, it seems a lot of tech people are anti-social media. One of the conferences I spoke at was a tech conference and I heard all about how social media (Facebook, in particular) causes all sorts of security problems from people downloading apps and getting infected with viruses. I also hear a lot about bandwidth issues, especially when it comes to videos.

  47. lauraclick says:

    OK – I’m noticing that on some people’s posts, it’s pulling in their most recent blog post. Does livefyre now integrate with CommentLuv???

    • JMattHicks says:

      @lauraclicklivefyre Hey Laura, we haven’t integrate with CommenLuv, but we have implemented a feature called LinkBack, which provide a direct link to that commenters latest created Livefyre conversation.

      So, if they’re using Livefyre and LinkBack is activated on their user profile and the blog they’re commenting on, they’ll always have their latest blog post listed underneath their comments.

      Let me know if you have any questions!

      • lauraclick says:

        @JMattHickslivefyre This is VERY cool. I really like this functionality and have been wondering if any of the commenting platforms were going to address this. I have disqus now and they don’t have this ability yet. Might be time to consider a switch.

        I have LinkBack activated on my profile, but I’m not seeing it on my comments. Do I need to do something else?

        • JMattHicks says:

          @lauraclick Hey Laura, so it will only pull in the conversations from other Livefyre blogs. IF you were interested, I’d be more than happy to walk you through that entire process from start to finish…just sayin’ 🙂

        • lauraclick says:

          @JMattHicks Ah. Aren’t you guys sneaky?!? (Or really smart). Way to entice people to get on board! I’ll let you know if I decide to make the switch.

      • Ari Herzog says:

        @JMattHicks@lauraclicklivefyre Heh. I found a bug in your system because the linkback is showing the most recent blog post of mine when livefyre was installed. Despite since uninstalling it, the linkback still shows when it really shouldn’t, right?

  48. kbkcomm says:

    @stacyrobin thanks for the RT, Stacy!

  49. Ari Herzog says:

    Chalk me up to the expert you hate for suggesting investment is not necessarily the best word in that ROI acronym. I am more aligned with Beth Kanter and others, for instance, who echo my reasoning: http://www.bethkanter.org/ror/

  50. […] Six Reasons Social Media Doesn’t Work – this is my friend Gini Dietrich’s first post for Crain’s. Not only am I proud of her for it, but it also provides great advice for those of us who consider them consultants and have to fight for buy-in from companies who choose to ignore the Web and this social media thing. […]

  51. MichAndrWest says:

    @fondalo blahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblah

  52. […] Six Reasons Social Media Doesn’t Work (spinsucks.com) […]

  53. […] maestro Gini Dietrich recently blogged about the reasons she’s heard why some executives refuse to buy-in to the social media scene. […]

  54. […] Six Reasons Social Media Doesn’t Work (spinsucks.com) […]

  55. […] Six Reasons Social Media Doesn’t Work (spinsucks.com) […]

  56. RhondaHolscher says:

    @fondalo You’re welcome!

  57. […] Six Reasons Social Media Doesn’t Work (spinsucks.com) […]

  58. CoreyTournet says:

    Because many companies lose money doing social media. The way most arrangements are set up, 100% of the risk is on the company and not the company performing the social media marketing. You are only seeing this from the point of view of the SMO service provider, so it’s easy to say all businesses should do SMO and their logic is somehow faulty if they don’t. But if you assumed some or part of the risk it would be a different story. For example, how many of you would be interested in doing a social media revenue share with us?

  59. […] Six Reasons Social Media Doesn’t Work (spinsucks.com) […]

  60. […] Six Reasons Social Media Doesn’t Work (spinsucks.com) […]

  61. trk387 says:

    Hello. I saw this and thought what the hell. I USE social media for everything and NO ONE sees anything I do. Now I don’t really understand this at all. I tweet (and if you saw the things I tweet you would be amazed no media has called me) I youtube, I facebook, I instagram, blog, etc. Now my facebook page is non existent. I have over 100 friends NONE say a word to me. I have 380 followers on Twitter, NONE say a word to me, 326 Subs on Youtube, NONE say a word to me. I create petitions you know what signatures I get? Yup NONE! i see all these other people utilizing social media, they post a picture on facebook and the WHOLE world sees it! I post pics on facebook and no one sees it. I sometimes think that if I killed myself and placed it on social media I would die in vain as no one would ever see it. lol 
    So if anyone can offer any tips? I would appreciate it! 

    trk387

  62. trk387 says:

    you can email me trk387show(at)gmail.com 🙂

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