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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

10 reasons to dislike The Like

Consumed => “Social Media’s Advocacy Paradox” by Carolyn Heller Baird on Destination CRM.

http://www.destinationcrm.com/Articles/Columns-Departments/The-Tipping-Point/Social-Medias-Advocacy-Paradox-75288.aspx

Ok, I lied. There’s not ten here. There’s only two.

1) It’s low priority and low impact in terms of value to Guests (aka consumers). They define the value, not you.

2) As mentioned earlier, it has no context. Which obviously impacts (read: will continue to compromise) #1.

=> Value add (i.e., left a comment)…

Paradox? What paradox? There’s only one correct definition here. Hint: It’s not the one sold to the VP of Marketing by some overpaid “social media guru.”

I am by no means anti-social media. It is a tool just like any other tool. Tools have best practices and tools have limits.

I am however, anti-hype. Just think about the process of Like’ing…Someone sitting at their computer, probably killing time. “Look! There’s a link. Let me define me.” Click. Done deal. There’s only so much value you can place on that engagement.

Sure, it can’t hurt. But as this article rightfully points out, there are too many marketing types who lack the empathy gene. There are too many marketing types who still believe it’s about their brand. Like I said, what paradox?

The bottom line…I hate to say I told you so but I’ve been championing the de-myth’ing of the Like for quite some time.

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