Chase dollars, not the media monster
There seems to be a furious chase that's going on right now to keep up with ever-evolving social media. However, at the risk of sounding level-headed, let us reiterate that media is nothing more than a means to an end. It is not the goal itself. The goal of any medium is to reach and help to win the customer - their minds, hearts, their loyalty and yes, their pocketbooks.
This seems so simple and obvious at first pass, but then you witness all the hype around Facebook and Twitter and social media and you wonder how many companies really know what they're doing when they dive headlong into such media. Why all the fuss? Do they even know why they're doing it? This is not to harp on Facebook or Twitter or any other medium, for that matter. Rather, it is to suggest that maybe it's time for some companies to get off the bandwagon and get a better understanding of their customers first. After all, how many Facebook fan pages of companies or product or people can one person keep up with? If everyone's doing it, how can one present oneself as unique?
Just remember: the most important question to answer when evaluating any medium is, "Does this medium reach my target customer?" The second most important question should be, "Can I / we effectively leverage this medium to put more of my product or service into the hands of my customers?" If the answer to either of these questions is not a resounding "Yes," then you should revisit and re-evaluate your marketing objectives.
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Andy Slipher came to me strongly recommended and then exceeded this high praise. My company was investing in a multi-million dollar systems conversion and requested building internal awareness and excitement. The mandate was to create a consistent buzz from the grass roots to the executive suite across five business units. For an initiative that, at first blush, sounds pretty boring and mundane, Andy partnered with me to create a unique and widely lauded marketing campaign. Thanks to his talents to capture the right pitch, tone and timing of a stream of messages which were reinforced with eye-capturing images, my company’s Marketing Communications Department got A+ marks from the Chairman, senior executives and employees. Even the software vendor – an industry leader – and business process consultant applauded us. The consultant commented: I must say in all my years working with newspapers to manage and communicate change, you have done THE absolute best I’ve ever seen. 
Meg F., Communications Manager, Marketing & Sales Force Effectiveness
The Dallas Morning News
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