No matter how much we tweet, blog and post, nothing in business is as powerful as actual face time with prospective business partners and customers.
Sentiment: NEGATIVE
Twitter is not a business. I know its founders would like to think it is. It is, for the most part, a diversion.
Twitter is definitely not the place to handle business per se.
When I hear people debate the ROI of social media? It makes me remember why so many business fail. Most businesses are not playing the marathon. They're playing the sprint. They're not worried about lifetime value and retention. They're worried about short-term goals.
While consumer social like Facebook and Twitter gets the headlines, perhaps the greatest untapped potential for social networking lies in business applications.
The leverage and influence social media gives citizens are rapidly spreading into the business world.
Twitter is just like posting old-fashioned press releases, and it can be very effective in promoting your business interests and charity work.
Social media requires that business leaders start thinking like small-town shop owners. This means taking the long view and avoiding short-term benchmarks to gauge progress. It means allowing the personality, heart and soul of the people who run all levels of the business to show.
Social media has shaken up the world of sales, with Facebook, LinkedIn and Twitter offering new ways to hound leads and unprecedented insights into clients.
In the coming years, if not sooner, social media will become a powerful tool that consumers will aggressively use to influence business attitudes and force companies into greater social responsibility - and, I suggest, move us towards a more sustainable practice of capitalism.
You cannot underestimate people's ability to spot a soulless, bureaucratic tactic a million miles away. It's a big reason why so many companies that have dipped a toe in social media waters have failed miserably.
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