As an advocate of social media, I am becoming increasingly frustrated at the amount of money and effort that is now being wasted on it.  There are so many car crashes occurring as organisations drive recklessly and desperately into this space (I have been called to the scene of a few) that I have been prompted to try and define what is happening and why – with a view to help minimise the damage.  In doing this I have drawn from my own experience and observations, but also an analysis of the services offered (and case studies) of a number of the UK’s ‘leading’ social media agencies.

My conclusion is that there are three basic stages to successful adoption of social media and only one of these involves wasting money.  Unfortunately this is the phase most organisations are in at the moment. Continue reading →