MediaShift’s Mark Glaser warns of the dangers of overdependence on social networking tools like Twitter and Facebook.
It hadn’t occured to AxisPortals to worry that anyone might consider making any social networking site the one and only online home of his or her business entity or professional persona. Although Glaser’s overall point that these technologies are still emerging is well taken, his dire warnings seem like overkill. Some relatively small handful of social networking zealots might be putting all of their marketing eggs into that one growing but still emerging and shifting basket, but for the most part it seems fairly obvious that the strength of these sites lies in their ability to extend and enrich online presence, not to provide the whole of it. Like any networking or marketing strategy, social networking should be strategically implemented, and subject to regular review and analysis. What works always trumps what’s fashionable, and a multi-faceted approach is always wise.
Furthermore, it’s important to remember that social networking is as old as humanity. People will always seek out connection. The golf outing is a social networking tool. So is the business lunch. Now, we have ways to extend our connections and relationships online, but no matter what happens to the specific services we have now, the human propensity for connection isn’t going anywhere, so it’s likely that even though social networking online will continue to evolve in interesting new directions, it’s beyond unlikely that it will ever disappear entirely. The services and their details will change, but the basic fact of forming networks won’t.
AxisPortals Aphorism: Due caution, yes; unreasonable fear, no.
AxisPortals Aphorism Two (with apologies to E.M. Forster): Only connect . . .but of course not solely on Facebook, LinkedIn, Twitter, etc.