I strolled into work Thursday morning ready to conquer another day. Diving into my normal morning routine (if there is such a thing), which includes sipping coffee, opening the blinds to let that beautiful South Florida sunshine in, chatting with our Director of Marketing, Michael Plontz, I fire up my computer. While my emails are filtering in, I normally stroll through my social networks beginning with LinkedIn; then a casual Facebook check; then a sometimes lengthy foray into Twitter. Like most, I’ve grown to appreciate Twitter for providing me with professional development tips, breaking news, trends, discussions on my clients, and sometimes pointless information.
However, this particular morning Twitter let me down. Due to an unfortunate hack Twitter (and Facebook for a short time) was unavailable for the majority of the day. While I found this annoying for my own self-serving reasons, it did provide a nice reality check that I think everyone involved in marketing and public relations should appreciate.
As more and more companies utilize the benefits of social media networks, I think it’s important to understand that these platforms are not an end-all, be-all vehicle for all of your marketing and public relations efforts. Services such as Twitter, Facebook and LinkedIn should always be one of many “tools” in your communications toolbox. Instead of investing your company’s entire resources into services and programs owned and operated entirely by someone other than your company, you should always understand that their purpose is to complement your overall strategies. Never fall into a trap where your entire marketing or public relations campaign is dictated on how well someone else’s software works. If you keep all your eggs in one basket and someone comes by and steals your basket, you’re going to be in one eggless mess. Make sure you ALWAYS have a back-up plan.
Now, time to play some social media catch up.