Most executives remain confused about the applicability of social media in their businesses because they’re presented with such a wide range of definitions. Some define social media in flowery terms like community, engagement, sharing, and transparency. Others described it in utilitarian terms like publishing, marketing, and public relations.
So what is it? Warm and fuzzy or serious business?
The answer is hidden in a 35 year old Saturday Night Live skit.
There’s no need to argue. Social media is a dessert topping, a floorwax and anything in between–like tooth polish. The key is to avoid getting caught-up in the argument. Instead of debating the corner cases, consider all of social media’s attributes before incorporating them into your corporate communications strategy. Most likely, you’ll choose the ones that best align with your company’s corporate culture.