So we're in the middle of setting up a new social enterprise, the Social Innovation Unit. And we actually received some fab marketing advice today - which is such a refreshing change. Advice we've had in the recent past has tended to only focus on social media, and from people that profess to 'not knowing much about social media'. This is, in itself, pretty annoying, and makes you wonder about the purpose of so many PR and Marketing consultants.
This ignorance makes its presence felt, however, in the charming world of online connectivity (which is probably not the right word for it). What I mean by this is that when I look at my Linked In pages (which I do regularly) I am entirely and totally uninterested that someone had a cup of coffee at an airport. This, to me, is not what Linked In is for. But, because the I'm-so-up-to-date people link their Linked In account with their Facebook account and their {shudder} twitter account (why is twitter still going? What possible use does it serve unless you're a celebrity), then they do one thing, and send it out, as if all social media are the same.
Whilst I am sure this seems terribly clever, it is, in fact, terribly annoying. I've already taken people off of my Linked In account (in case you're wondering why your numbers went down), for this abuse of everyone's time. But it shows a remarkable arrogance, coupled with a remarkable lack of intelligence about the, admittedly, subtle differences between professional networking, and humdrum tedium of actual daily life. Certainly link things you have to say like blogs and news updates to other social media sites. But please, please, don't tell me that your professional network have more respect for you because you just bought a new computer for your offspring.
Dr David Land
Co-Managing Director
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