Are You Building or Do You Just Own the Tools?

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Facebook and Twitter are just tools your brand can use to build something. Just “being on them” means nothing. It’s like owning a hammer. So what? What are you going to build with that hammer and the other tools you own? That’s what you should be asking yourself. Too many people think of social media platforms as the end game–it’s not. I’ve said it before and I’ll say it again: social media is just dumb pipes (dumb as in dumbphone versus smartphone) without smart content.

Allow me to include a short paragraph from an awesome new book I picked up called The Impact Equation which expresses exactly this sentiment much better than I can write: “Okay, so congratulations, you now have a Twitter account. Unfortunately, we don’t care. You are not on our radar. You are not on our map. There is a big blank space where your name should be in the dictionary, and even if it were there, nobody would look it up. Nobody knows your name or has a reason to look for you, or even if they do, it doesn’t matter, because you’re boring.” Exactly.

Finding the person who is going to respond to you just “being on” Facebook, Twitter, Tout, Pinterest, LinkedIn, etc… is like finding a needle in a haystack. How are your conversion rates? Conversely, building a smart ...

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