I have been keeping ahead of the game of new and shiny objects by trying out the latest and greatest in tools that can be used for social media programs at companies. I have always come back to the main point of view as it relates to tools that work. I was reading a recent blog post by David Armano related to this very idea. David states better than I can about dusting off some of the old tools before trying out new and shiny ones:
Your Blog(s): Your company is blogging. Congratulations. Is anyone listening? Blogging was the bright and shiny object of 2006-2008 and many companies found out just how hard it is to do well. Good blogging provides value. It is interesting and generates a healthy amount of comments and conversation which in turn generates a good dose of Google juice. It’s also terribly difficult to sustain. It requires cultural shifts within an organization, and has to be prioritized (read: made part of someone’s job). Frankly, I rarely see outstanding examples of a good company blog. That doesn’t mean it’s not worth doing (if it makes sense strategically), but doing it well is another story.
Many companies have still not taken on blogging as a tool that will work for them. They have gone straight to Twitter or Facebook fan pages or none of the above as yet. I am of the camp that blogs are a place to start, and a place to start a social media foundation. I am dusting off the blog here and trying myself to get back into the swing of blogging for business. This is the message I mention in most conversations. Is you blog dusty? Perhaps a little cleaning is in order and some attention given. Then you can go off to find a new and shiny tool.