Wherever you roam
And admit that the waters
Around you have grown…
We must guard against becoming adverse to the work that’s required in today’s digital world. We may not like it, yet it’s dangerous to pronounce the media we know dead (until it essentially no longer exists (e.g., UPS goes out of business), just because resource allocation then becomes an easier equation. It’s equally risky to ignore new media coming onto the scene.
What you can’t understand…
We never know what the next new, best strategy may be. We ignore emerging technologies at our peril. Ignorance is not bliss. It’s, well, lack of information and knowledge. And we all know the saying: Information is power.
I’m not suggesting we go after every bright shiny object. There’s definitely not enough butter to spread it on all the slices in two loaves. But we should adopt an attitude that every tool at our disposal has potential. Our knife is double-edged; a tool that must be wielded precisely and carefully. This requires at least a rudimentary understanding of the technology at our disposal and its potential impact on our organization.
We cannot know the potential of any medium until we test it. Surely if we ignore it, the potential will never be realized. Is it possible that a lot of the reasons SM strategies do not realize measurable results are because: (1) we don’t employ SM strategically; (2) we don’t measure SM strategically, and (3) we don’t do these things because our leaders don’t fully embrace SM and do consider it a big time suck?
Will later be fast
As the present now
Will later be past…
Or you’ll sink like a stone
For the times they are a-changin’.