Why Not?

When I started Collaborate, a common reaction was 'What?' as people struggled to understand what blogging and networked media was, let alone its potential use to them.  After a year or so of this, people's reactions changed to something more like 'Why?' as they understood what the tools were but didn't know if they were going to be relevant to their daily lives.  There was much talk about innovation, strategic possibilities and opportunities - but more the opportunities associated with jet-packs and space travel than real customers or balance sheets.  Having worked through this phase, and the rise of mega-social networks such as MySpace and its subsequent sale, conversations turned to 'How?'.  This period was often characterised by one or a few individuals in their firms evangelising, aka banging your head against the wall of a small, solitary office.  For the last couple of years, the question has turned to 'When?' as it was accepted that this new stuff was here to stay and the decision became one of timing.  Over the last year I have noticed a new step.  It's when people can clearly identify the job that social media can do for them and it becomes very real.  I've experienced this a few times with clients and it's always a rewarding moment.  It's when the conversation turns to practical steps, and previously theoretical discussions about measurement, ROI and scalability just fade away.  'Why Not?', they sometimes say.

Comments

[Eamon]

Hi. Just to let you know included one of your blog posts 'Oomph' in spotlightideas.co.uk - top 250 blog posts, advertising, marketing, media & PR.

[neilperkin]

Nice post. Why not indeed?

[James Cherkoff]

Thanks Eamon, there's some good stuff there...

Hi Neil, indeed, the social world keeps marching on!

[roger]

hey james. glad the curve's still upwards. how are your guys organising themselves now? do you see more folks whose job exists solely to do stuff in this space...? or are they still adapting? anyways - good to tune in. still a fan : )

[James Cherkoff]

Hey thanks for dropping by Roger, good to hear from you. Where's the market going? Tricky question! Right now I would say - a growing niche..

[David Goldie]

Hi James,

Are you going to be at Ad Tech...?

Wondering if you would be speaking/exibiting

Kindest regards

David

[James Cherkoff]

Hi David, I'm not. Are you going along?