For those of you who, like us, are in the communications industry and who, like us, are using social media tools in client programs, here’s a question to ask yourself:
What if you couldn’t?
If you’re a firm believer in the power of customer engagement, see the value in empowering employees to become thought leaders and all that other good stuff, how would you create a program to continue along those lines if tomorrow you woke up and it all – Twitter, Facebook, wikis, blogs, etc – had disappeared? How would you shift your strategies to continue the momentum? Or do you think you’d eventually fall back into traditional uni-directional tactics like (gasp) direct marketing and television advertising?