A lot of companies lose momentum because they fail to see the opportunities social media could give them.  They fail to react to the opportunities they do notice, and most of those who react, are doing it all wrong.

Forget expensive trendwatchers.  Most of them are now discovering Facebook and god forbid if you mention Twitter.  As soon as someone calls himself a trendwatcher, he/she is a late adopter at best.  You’ll pay a lot of money for something most of your competitors already know.

Managers don’t have the time or the skills to do the necessary research.  That’s why they hire employees, but they all have a job to do. Being creative online takes time, and face it, with smaller budgets, fiercer competition,… time spent on something that doesn’t immediately adds value to the company seems like time wasted. Continue Reading