The Venture Edge

Kathy and I were recently given the opportunity to review a copy of the Social Media Survival Guide : Everything You Need to Know to Grow Your Business Exponentially with Social Media  by Sherrie Madia and Paul Borgese (Full Court Press, 2010). It's no secret that social media has taken the online world by storm, but according to the authors, many top companies are dropping the ball. They site statistics that 73 of the Fortune 100 have registered a total of 540 different Twitter accounts, but that more than half of these accounts (52%) are rarely used, and fully 15% are inactive.

Yeah. I know. I used to think that using social media sites such as Twitter, Facebook, and LinkedIn for my business was a waste. Who actually has time to read all those tweets and keep track of everything their Facebook friends have to say? Well, apparently a lot of people do. Social media is finally catching on as a way for businesses to reach current and potential customers, and to build brand loyalty and awareness. And nowhere is it catching on as quickly as with today's fastest-growing companies. According to a study of the usage of social media among Inc. 500 companies, conducted by the Center for Marketing Research at the University of Massachusetts Dartmouth, America's fastest-growing private companies adopt social media marketing initiatives at much higher rates than other companies.

The past three days have been very interesting ones for yours truly. My latest book -- Writing Fiction For Dummies -- was just released, and my coauthor Randy Ingermanson and I are wrapping up a three-day book rush, hoping to drive initial sales of the book. While we're still tabulating the results, early indications are that our efforts paid off in a very big way. As I write this, our book is ranked #368 on Amazon.com -- that is, Writing Fiction For Dummies is the 368th best-selling book on Amazon.com. Not bad out of millions of books available on the Amazon website.

Who would have ever thought that you could base an entire business on Twitter, but as Peter's prodigious post  pointed out (don't you just love alliteration), anything is possible in the world of social media.  I don't want to throw water on that notion, but I do want to caution that there is a dark side to Twitter that you should be aware of if you're going to do business on it.  For one thing, it can quickly become a viral nightmare of negative press if you don't nip it in the bud. 

It's no secret that social networking websites and media -- Facebook, Twitter, LinkedIn, etc. -- are all the rage today. People are making connections with one another in ways that were unimaginable just a few short years ago. However, some people are going beyond updating their friends on what they had for dinner or their big plans for the weekend. They are using social networks to start new businesses. Rodney Rumford and his business partner Sean Callahan -- cofounders of TweetPhoto -- are two such people.

Online social networks are all the rage today. From Facebook to LinkedIn to MySpace to Twitter -- and countless other sites with a social networking hook -- more and more people are meeting their friends and family at these websites. And, not surprisingly, so too are the many businesses who hope to reach these people through targeted advertising. Perhaps YOUR business.

Kathy's recent post on Connection Fatigue reminded me that I'M getting tired of Twitter, and weary of Facebook. Apparently I'm not alone. According to a recent article in the New York Times, the number of people leaving one or both sites behind is gradually increasing.

Are you suffering from Facebook Fatigue?  Are your friends annoying you with trivial tweets about what they're eating? Do you really want to join and socialize on Wal-Mart's facebook page or learn what your Congressperson is doing at any point of the day or night through his or her attempts to act like the average joe? Who has the time for all this connecting in cyberspace

I've been wondering for a while if jumping onto the latest and greatest social networking phenomenon -- Twitter -- makes sense for someone who runs a business. I've been on Twitter for the last six months or so, and havemanaged to accumulate 172 followers. This is just a small splash considering it's not uncommon for celebrities to rack up thousands of followers -- each one presumably hanging on their hero's every tweet. If you listen to Internet pundits such as Guy Kawasaki, Twitter is a key marketing tool for any businessperson. However, just because you have followers doesn't mean that everyone (or even anyone) is listening.

There is a huge cultural change going on all around us--you would have to be in a coma not to see the evidence--and it has ramifications for innovation on a global scale that we don't yet understand.  I'm talking about the cultural shift to short-term thinking and instant gratification.  We see it in every facet of life, from short selling in the stock market, to investors opting out of really early-stage ventures because the time to exit is too long, to students leaving PhD programs in science and engineering for lucrative business jobs right out of college, to communication tools like Twitter.  We want what we want right now--we have no patience for long-term thinking.