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’s ability to codify goals and objectives and then deliver against those objectives is what makes him so valuable to the Agency Engagement Team at The Dallas Morning News. We’ve relied on him to create, manage and compile results from our agency relationships for the past year and he does not disappoint. His work is on budget, on time and on strategy. 
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The Dallas Morning News
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