Building a House on Sand: Why Social Media is a Team Effort
by Suzanne Wagner ~ February 9th, 2010
The more I work in social media, the louder the chant becomes.
It’s a chant that has the power to make any social media practitioner cringe – the befuddled mantra of social media naysayers echoing: “What’s so hard about Social Media? I can just get a college student to do it for free, right?”
Wrong.
Many feel that social media should be entrusted to a select few who play all day on Facebook and are fluent in the OMG LOL dialect. However, what many professionals who are new to social media don’t understand is the complex nature of social media and that building a social program is much like building a house. As it is in every marketing practice, social media has many levels, ranging from tactical execution and everyday maintenance to strategic planning and program evolution. When artfully crafted, these levels exist in a co-dependent state, creating a strong and resilient structure that is both simple and innately complex.
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That’s right. (singing) We’re “takin’ it to the tweets.”
Recently it has become fashionable in technical circles to parrot the line that Google is facing a grave crisis. “They can’t do real-time or social search”, the argument goes: faced with obsolescence, “they‘ll have no choice but to buy Twitter” cry the doom-mongers. Of course if we look at the reasons often given to explain Google’s imminent demise, it soon becomes clear that nothing is clear except that Google is unlikely to wave the white flag any time soon.