It's easy to get caught up in technology. We all feel the pressure to make sure we're on You Tube, have a Web site and put out social media compatible news releases. It's important to remember the words of Josh Bernoff and Charlene Li who wrote in their book, Groundswell:
Don't focus on the technology, focus on the relationships.Technology allows us to impart more information to more people more easily. It's easy to get lost in the cyber jungle, but if we think of how to build a relationship with our key audiences, we can better understand how to deploy technology.
One technology that is key for doing this, I belive, is Facebook and other social networking sites. Facebook is a great integrating tool and building relationships and networks are what it does best. It's also -- once you get people to sign up on your page -- a pro-active medium. If you post a video on You Tube, update your blog or Web site, people have to come to you to see it. If you put a link to these things on Facebook when you update, your network of friends (audience)will automatically be notified. And their friends will see it too. Businesees who aren't using Facebook or other social networking capabilities are missing an important opportunity.
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