Ever more often I judge Facebook, Twitter, LinkedIn as Macbeth's 3 witches: "When Shall we Three Meet Again? In Thunder, Lightning or in Rain?".
Ever more often I meet marketing guys and girls deeply fascinated by the magical powers of Facebook, Twitter, and LinkedIn. But there are no magical powers!
They are just tools – if you cannot handle them, because your agency, your department, or you yourself do not understand them, and their potential & limitations, nothing – literally nothing – will happen.
You yourself will have to add the secret sauce. You yourself will have to add meaning and relevance to those tools. You yourself will have to give life to them.
You yourself will have to anticipate the new individuality, independence, and impatience of your clients, customers, consumers, fans – born out of the web, digitalization, and mobility. You will have to amaze and inspire them – like you yourself would like to be inspired.
Do not believe the silly whisperings of the 3 witches. Do not fall prey to them. Do not rely on the magical powers of Facebook, Twitter, LinkedIn – identify, grow, and use your own powers!
Be a Spark! Change the Game! Leave a Mark!