Thursday, June 11, 2009

Antisocial Media

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I am a member of the Association of Independent Information Professionals (AIIP), the professional trade organization for independent research professionals. The group maintains a very lively private online forum in which members discuss everything to do with running a research consultancy, from how to manage accounting issues, to devising a search strategy for a complex technical question, to marketing services to specific industries. It’s a fabulous resource, and I’m an active participant.

Many of the discussions center on how best to apply new and emerging technologies within our business operations. A recent exchange on the use of social media for networking and marketing generated a very interesting comment from one person who was using so many technologies to keep in touch with her online constituency that she had to hire an assistant to manage the processes. She said:

“Now I'm 'working smarter, not harder' by having someone help me with social media tasks that don't need that personal touch.”

Social media that doesn’t need a personal touch? Hmm… I thought that the whole point of social media technologies was to foster personal contacts and to provide…a personal touch! Hiring someone to maintain your online relationships sounds to me more like…antisocial media.

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