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Social Media doesn’t work.

I know I’ll tick off quite a few people when I say this, and amuse a whole bunch of you as well.

The simple truth is that Social Media doesn’t work.

Social Media is ineffective, cumbersome, often scary and absolutely useless.

Social Media is just a tool, no different than the hammer sitting in your toolbox. Until you pick it up and strike it against a nail, it has no effectiveness on it’s own, other than being a glorified paperweight.

Sure you can be “on” every new social network that pops up, that’s the same as buying every shiny new tool that comes out. As an admittedly not so handy guy, possessing all the tools in the world is pretty meaningless for me, as I don’t really know how to use them. (I’ll take a trip to Guitar Center over Home Depot any day of the week).  There is always a mad dash of people clamoring to be on the latest network, simply to drop off after the newness wears off. They soon realize, just like anywhere else, you’ve got to get to work there to figure how it applies to what you want to accomplish.

The activity of posting interesting content and engaging with people, that’s where the work is. Regardless of network, this is really the core of social media. What can you create and share with people that makes them want to engage with you? Who will you connect with?

Social networks on their own are nothing without the users; those who chose to learn, experiment, test and take risks as to what works and what doesn’t. The early adopters are often the ones writing e-books for the rest of us and rise to the top as thought leaders or “experts”. There’s alot of followers in social media marketing. People are often fearful of getting into uncharted water, but the truth is, you don’t know if a tool will work for your job unless you try for yourself.

I can hand you the hammer and tell you how it works, but until you’ve felt the weight of it in your own hands, and hammered some nails of your own, you’ll never know what you are capable of by using it.

Learning by the example of others is fine, but learning by doing, and sometimes failing, is a much more effective learning process.

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About the author
Tommy Spero
CD @SoulNYC Founder @MixLuvCollab @MusicMy1stLang Hubby/Dad / #Drummer / Speaker / Writer / Marketing Expert on All American Makers premiering January 2015 on @ScienceChannel

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