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Reality: Social Media is Grunt Work

The “toys” of social media may be shiny and sexy but social media on a day-to-day basis is grunt work.

In the trenches beyond the glamour of the retweet, Like and comment, social media requires a lot of blocking and tackling. It’s done by people who work behind the scenes to make social media happen on a consistent basis, often 24/7 given the real-time digital world in which we live.

For any company considering getting into social media, I make it abundantly clear there is a lot of work involved. It’s not an attempt to scare or intimidate people but an effort to paint a realistic portrait of what’s involved.

To do social media well, it takes a major commitment in time, energy, people and money. While the success stories (e.g. Starbucks, Comcast, Dell, Old Spice) attract a lot of attention, most companies toil away to establish a solid presence and meet their strategic objectives and goals.

It’s not easy to do social media. People work really hard, much of it with little recognition other than when things go terribly wrong. It’s like being an offensive lineman in football; you don’t get as much
attention as the quarterback or running back but your jobs is as
important and your efforts as necessary and valuable.


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