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Ignore the next hot social network

Are you getting invitations to a new social network every week?  Are you reading Techcrunch and Mashable and freaking out about all the new social technologies that you need to master?

Ignore all of it.  It doesn’t matter.

Do not run off chasing the next shiny object — and don’t let your boss or agency convince you that you’re desperately missing something.

Your job is not to pioneer the next hot technology. You job is not to bring your customers into some new platform. Your job is to sell stuff.

The correct social network for your company is where your prospects and customers are. 

You don’t want to be a leader.  You don’t even want to be a fast follower.  Wait until your fans and customers start talking about you somewhere, then follow them into that community.

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  1. Nathan Egan September 17, 2009 at 8:45 am #

    HAHA – I couldn’t agree more Andy.

    I love it when I see people either joining or “pushing” others to join some ponzi scheme looking platform. The same holds true for this: don’t try and build your own social network (eh-hem – businessweek and so many others… #FAIL).

    You can’t build a community – they already exist — your efforts should be focused on tapping into the ones that are relevant for your business!

  2. Jeff Stolarcyk September 17, 2009 at 9:07 am #

    Entering the NBT as your brand or business, you should definitely wait until your community is there. However, ignoring it entirely? I don’t know. Devoting a little bit of time to research is never a bad thing, especially when you can watch it from the ground up (or down, in most cases).

  3. Nick S. September 17, 2009 at 9:57 am #

    I couldn’t agree more with Nathan – if the community already exists, why build your own?! I have only heard a handful of cases in which it made sense for a company to build its own social network.

  4. Neal Wiser September 18, 2009 at 8:05 am #

    I’ve been telling my customers this all along. It’s great to have a presence if you like the place, but if it’s for business reasons, someone or something of potential value should be there. Of course, you then need a strategy to attract and convert them, but that’s another story.

  5. Julie Gomoll September 18, 2009 at 9:42 am #

    I agree that “The correct social network for your company is where your prospects and customers are.”

    But as someone who works with customers to find the right communities & platforms, I owe it to them to join as many as possible so I know what’s out there. Many, perhaps even most, will fizzle out, but a few good ones will make it, and I’ll understand them enough to recommend them one way or another.


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