I’ve been using various tools as part of my listening strategy on Twitter for a long time now. Few tools have impressed me as much as inboxQ.
I’ve tried hard to not call myself a social media marketing expert or guru or master or rock star. What I haven’t done is correct others when they have. And I haven’t done a very good job of letting people know what I really am. That’s all about to change.
The sexiness of the social media space and the desire to see a immediate return on the time investment required to access it, has created an atmosphere ripe for solutions to problems that don’t really exist. And it has enlightened us to some changes that need to be made at Real Estate Shows.
The notion that monetization, measurements of effectiveness and ROI are to be abandoned in the Social Media world is a foolish argument. It’s the same kind of nonsense that permeated the dot.com world and led to its meltdown. In hindsight, intelligent venture capitalists lost their sanity and threw millions of dollars at ideas that would never earn a nickel. That message was crap back then. It still is.
Ever since the word brand (a noun) was expanded to branding (a verb) interpretive misunderstandings about what “brand” and “branding” really are have multiplied. Various self-proclaimed gurus (consultants above criticism) have written about the sins of misguided “branding.” Unfortunately, too often, they themselves didn’t know what a brand or branding were either. So they just added to the confusion and the body of misconceptions masquerading as wisdom.
Solving a crossword puzzle requires a good understanding of crossword conventions, puzzle logic and a broad general knowledge (vocabulary, literature, culture, art, sciences, geograpy, etc.). You can learn the conventions and logic relatively quickly, but the general knowledge is what separates the men from the boys. Bill Leider is a man.
Change for change’s sake has never made good business sense. Self proclaimed “visionaries” who tell you to destroy what you have built because fashion dictates it have probably never run a successful company over a long period of time. Still, you cannot ignore the winds of change. Social Media is here to stay. We’d like to suggest a different approach.