Comments on: WHY SCREWDRIVERS EXIST… The Most Important Social Media Lesson You Can Learn

By: Erik Fors-Andrée

Erik Fors-Andrée — Mon, 23 Nov 2009 20:09:12 +0000

Hey Susan! Thanks for a really great post, I’ll quote your screwdriver metaphor next time I have this kind of discussion with a client. Is the seminar available on the web?

By: Sean Duffy

Sean Duffy — Fri, 20 Nov 2009 12:19:00 +0000

Susan, Great post. Your screwdriver analogy goes right to the heart of the problem. If you look at the aggregate presence of many brands in social media (SoMe) over the past couple of years you can quickly deduce that there is no strategy behind their activities. I believe there are two reasons behind this.

First, a lot of this activity is done on individual initiative. A study from MarketingProfs indicated that over 60% of corporate SoMe activity is being done this way.

The second factor is more a reflection of the way companies tend to adopt web technology. In the 90′s most companies began building web sites not entirely knowing what the internet was about or what they were doing there. And at the outset that was enough. Simply being there put a positive glow on the brand because customers also had no expectations. I find its the same with social media. When no one really knew what Facebook, LinkedIn or Twitter were about, the early adopters could participate aimlessly without too much backlash. I’d say that era is drawing to a swift close. In 2010 just being there will no longer be enough. We should see the rise of much more strategic use of the SoMe.

P.S: I missed your Webinar yesterday. Will you be posting it?

By: Strategi för sociala medier? « Per Vikström @ Internet

Strategi för sociala medier? « Per Vikström @ Internet — Fri, 20 Nov 2009 10:48:21 +0000

[...] Tänkte inte tjata. Men. Kunde inte låta bli. Hittade följande artikel via en grupp på LinkedIn: WHY SCREWDRIVERS EXIST… The Most Important Social Media Lesson You Can Learn. Bara titeln är helt underbar, tycker jag. Och så detta: Do you grab a screwdriver and say [...]

By: liveabeautifulife

liveabeautifulife — Fri, 20 Nov 2009 03:40:55 +0000

nice sharing, Susan! Think it also applies to our dream n goal in life:
“I have a dream, how should I achieve it in life?” instead of
“Given my current status in life, how should my goal n dream life be set to be?”

By: Sensei J. Richard Kirkham B.Sc.

Sensei J. Richard Kirkham B.Sc. — Thu, 19 Nov 2009 18:38:28 +0000

You’re quite right;

Most companies are used to paying for an ad and that’s it. Social media is more of a pr campaign than an ad campaign

Rick