I was reading a blog this week and there at the top of the page were the obligatory social media icon links for sharing. I believe I counted seven options: Facebook, LinkedIn, Twitter, Pinterest, Instagram, Google +, Buffer and there may have been more. Social media is so diverse now we need apps like Buffer and Hootsuite to manage it all. BloggingGazelle automatically publishes to a few social sites as well. The pros of social media hype stories of how hotel chains have people whose job is to scan all social media for hashtags and mentions of their chain as well as competitors, for the purpose of spreading good will. This is all good stuff!
But here’s a question – when do we reach the point where we are serving our technology? Blogs, video clips, podcasts are all great ways to communicate with your tribe but they take time to create and more time to manage. Perhaps this cost is tiny compared to traditional marketing costs of just a few years ago but has anyone counted the cost of the time commitment?
BloggingGazelle is published daily by Shawn Carson
Find the most urgent need, fix the problem and sell it. The rest comes from customer feedback. It’s often version 3 or 4 that takes off.
Technology for technology’s sake is not a business. That does’t mean it’s not useful, or valuable or necessary. It may even enable an innovator to find a use in a market but unless the technology solves a problem that a customer is willing to pay for, it’s not a business.
The sooner you understand the needs of a market segment, the more likely the technology will be successful as a business.
Technology, including devices, apps and social media, is a double edged sword. It enables new capability..but it exacts a price. Any new tool should be evaluated for it’s balance of capability vs. the cost in time and money to implement, maintain and manage it.
- Don’t implement a costly CRM if a spreadsheet will work.
- Don’t implement the latest social media tool until you’re sure it offers value to your business. If you do implement something new, consider which legacy process you should retire.
- Even “free apps” aren’t free. they cost you the single most valuable asset you can’t get more of: your time.
Every new technology creates a mouth to feed. If your business adds to this problem, be the one that makes life easier.