Community Management, Social Business, Social Media Strategy, Social CRM, Social Media Marketing, Social Media Monitoring, Social Media Staffing and Operations

Is Social Media Too Fast?

social media strategy too fast 300x223 Is Social Media Too Fast?One of the greatest challenges of effective social media outreach is the need to be always on. Speed kills in social media, and that’s a difficult transformation for marketers (and especially agencies).

If a consumer tweets something negative about your company, addressing it quickly before it festers and is retweeted everywhere is the best practice. But, somebody has to be monitoring in real-time.

In my experience, Google Alerts has a bit of a lag (and doesn’t catch all tweets). Other free notification engines and/or social media listening software like Radian6, Techrigy, or Spiral 16 are necessary.

But, it’s not just the tools, it’s the availability. Most marketers – whether client or agency side – are not sitting around waiting for something to happen in social media. They are in LOTS of meetings, usually, which seriously impedes their ability to jump on a social media scenario like a fireman with a laptop.

Early Bird Gets the Tweet

While perhaps not as potentially serious from a brand standpoint, the same opportunistic philosophy is a best practice for thought leadership too.

A good way to drive traffic to your blog is by leaving intelligent comments on other blogs. But, with “news” cycles that have shrunk down to hours or less, it’s certainly beneficial to be one of the first few comments on a popular post, rather than comment sixty five.

Again, that requires identifying the blog post as worthy of a comment almost as soon as it’s published. And this is made even more difficult by the three hour time penalty for us west coast types.

Social Media ADHD

A good friend asked me the other day how I could be so responsive to emails and tweets and calls. Grateful for the praise, I told him the truth. It’s because I’m always checking my various inboxes and I often reply as soon as messages appear. This of course requires me to jump from task to message to task to message like a Russian dancing bear on crack.

I’ve been in marketing long enough to remember a time when we didn’t even have computers, much less Twitter on the iPhone. (Don’t let my boyish photo to the right fool you, gentle reader. I’m turning 40 this year). It sure seemed like we were more strategic back then. Maybe because we had the luxury of contemplation.

Is the often tactics-only thinking around social media a byproduct of its instantaneous push and pull?

Is this what it’s come to? Is the barometer of success in marketing you or your organization’s ability to react the fastest? And if so, how do you staff a company like that?

(photo by NathanFromDeVryEET)

Related
  • http://www.RonaldWilsher.com/ Ronald Earl Wilsher

    Great post, Mr. J!

    40? You’re kiddin’

    Thanks for sharing!

    Keep the faith and keep being YOU!

    ~Ronald
    TrueBeliever & HopeDealer

  • http://www.RonaldWilsher.com Ronald Earl Wilsher

    Great post, Mr. J!

    40? You’re kiddin’

    Thanks for sharing!

    Keep the faith and keep being YOU!

    ~Ronald
    TrueBeliever & HopeDealer

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  • http://twitter.com/djwaldow DJ Waldow

    Jay:

    Wow. Already 3 comments (as I type this reply). I guess that is better than 65th, right? I love this post. I get asked (and ask) the same question often…

    Wow. You are everywhere? How do you do it?

    As you said, the answer is to always be online, always be available. However, what I still struggle with is scale. In other words, as just a one-man show, how do you keep up? I think about @AmberCadabra. She replies almost in real-time. I can do that now but my “following” is peanuts relative to Amber’s or yours. Also, I’m managing both my personal brand as well as my company brand.

    So, back to my original question. How to scale?

    dj
    @djwaldow

    DJ Waldow’s last blog post..djwaldow: Thanks for the RT’s on http://idek.net/8Fw @Dunkndisorderly @scottcohen13 @jacaldwell and others…

  • http://msherrwhenonline.com Ms. Herr

    Your “early bird gets the tweet” or blog post comment rings true with conversation at the last #evfn. There has to be a “commenting sweet spot”, where you are just late enough that a few people have commented such that you are (hopefully) introduced to both new perspectives and people, yet also early enough that you have the opportunity for your comment is both unique in content/perspective and that those who come after you are not too overwhelmed by the 50 or 500 other comments that they skip past yours to the end.

    Ms. Herr’s last blog post..will work for food

  • http://twitter.com/djwaldow DJ Waldow

    Jay:

    Wow. Already 3 comments (as I type this reply). I guess that is better than 65th, right? I love this post. I get asked (and ask) the same question often…

    Wow. You are everywhere? How do you do it?

    As you said, the answer is to always be online, always be available. However, what I still struggle with is scale. In other words, as just a one-man show, how do you keep up? I think about @AmberCadabra. She replies almost in real-time. I can do that now but my “following” is peanuts relative to Amber’s or yours. Also, I’m managing both my personal brand as well as my company brand.

    So, back to my original question. How to scale?

    dj
    @djwaldow

    DJ Waldow’s last blog post..djwaldow: Thanks for the RT’s on http://idek.net/8Fw @Dunkndisorderly @scottcohen13 @jacaldwell and others…

  • http://thelostjacket.com/ Stuart Foster

    You have to have A.D.H.D. on some level to be successful in marketing and social media. The news cycle is just to fast not too. I try and not act like a Russian Bear on crack…but I drink 12+ diet cokes a day and try and respond asap to everyone that I encounter. I’m trying to just make this a part of my life (so I can not even notice how ridiculous I am occasionally).

    Stuart Foster’s last blog post..SocialPharmer Unconference

  • http://thelostjacket.com Stuart Foster

    You have to have A.D.H.D. on some level to be successful in marketing and social media. The news cycle is just to fast not too. I try and not act like a Russian Bear on crack…but I drink 12+ diet cokes a day and try and respond asap to everyone that I encounter. I’m trying to just make this a part of my life (so I can not even notice how ridiculous I am occasionally).

    Stuart Foster’s last blog post..SocialPharmer Unconference

  • http://www.lotame.com/blog Scott Hoffman

    Great Post, and yes this isn’t theory…Rapid Response is key. We just published a case study on a big brand peanut butter company that wanted to declare itself safe during the Salmonella outbreak earlier this year. The data that we gathered supported the theory that you suggest, measured by brand perceptions. The whole paper can be accessed here Successfully using Social Media for Crisis Management PR
    Scott Hoffman’s last blog post..Steve Polsky, CEO of Flixster is tomorrow’s Special Guest on Radio Show

  • http://www.lotame.com/blog Scott Hoffman

    Great Post, and yes this isn’t theory…Rapid Response is key. We just published a case study on a big brand peanut butter company that wanted to declare itself safe during the Salmonella outbreak earlier this year. The data that we gathered supported the theory that you suggest, measured by brand perceptions. The whole paper can be accessed here Successfully using Social Media for Crisis Management PR

    Scott Hoffman’s last blog post..Steve Polsky, CEO of Flixster is tomorrow’s Special Guest on Radio Show

  • Kory Kredit

    Great post. I definitely feel the affects of social media ADHD. At the moment I have 3 different twitter apps open – Tweetdeck, Tweetie and HootSuite – and I can’t shut them down! Somebody please help me!

    (loved your analogy of the Russian dancing bear on crack..you have a gift with words my friend :)

  • http://YourWebsite Kory Kredit

    Great post. I definitely feel the affects of social media ADHD. At the moment I have 3 different twitter apps open – Tweetdeck, Tweetie and HootSuite – and I can’t shut them down! Somebody please help me!

    (loved your analogy of the Russian dancing bear on crack..you have a gift with words my friend :)

  • http://www.marketingexperimentsblog.com/ Hunter Boyle

    My answer to the headline question: Yes.

    There are some hyper-productive folks out there cranking out lots of valuable, insightful information almost nonstop. Problem is, there’s also a time to step back, digest, absorb, apply, etc. — and that often gets lost in trying to keep pace with the constant stream.

    As social media filtering tools become more effective, this situation should improve for those of us who are trying to stave off ADHD. My question is still whether the benefits of increasing connections exponentially in the long run outweighs giving up much of that time for contemplation that you mentioned. I guess we’ll see …

    Hunter Boyle’s last blog post..Optimization training, online and coming to a city near you …

  • http://www.marketingexperimentsblog.com Hunter Boyle

    My answer to the headline question: Yes.

    There are some hyper-productive folks out there cranking out lots of valuable, insightful information almost nonstop. Problem is, there’s also a time to step back, digest, absorb, apply, etc. — and that often gets lost in trying to keep pace with the constant stream.

    As social media filtering tools become more effective, this situation should improve for those of us who are trying to stave off ADHD. My question is still whether the benefits of increasing connections exponentially in the long run outweighs giving up much of that time for contemplation that you mentioned. I guess we’ll see …

    Hunter Boyle’s last blog post..Optimization training, online and coming to a city near you …

  • http://www.kentcooks.com/ Kent McDonald

    And still, I’m left wondering if the need for speed, the desire/craving/addiction to be the first, the last, the fastest has replaced exceptional content as what drives this world. Has the medium indeed become the message? Has crack-yack become the goal of the day? (Realizing I’m starting to write like Carrie Bradshaw, I’m signing off).

  • http://www.kentcooks.com Kent McDonald

    And still, I’m left wondering if the need for speed, the desire/craving/addiction to be the first, the last, the fastest has replaced exceptional content as what drives this world. Has the medium indeed become the message? Has crack-yack become the goal of the day? (Realizing I’m starting to write like Carrie Bradshaw, I’m signing off).

  • http://www.steigmancommunications.com/ Daria Steigman

    Great food for thought! For a while I was amazed how many brand controversies seem to blow up on Twitter over a weekend — and then I realized it’s because we’re all so much better at monitoring and responding rapidly when we’re not supposed to be enjoying some downtime. (What happened to the weekend anyway?)

    I think right now we’re caught between our own expectations, those of our clients/bosses/companies, and the expectations of anyone in the broader world who may be trying to talk with us. Somehow we’re going to have to come up with a new balance, so that we can once again opt whether–the technological ability aside– we really have to be focused on business 24/7.

    Maybe we need a Twitter truce that declares that we can tweet nothing but mindless blather during the hours b/w 9:00 p.m. EST Friday and 8:00 a.m. EST on Monday. :)

    Daria Steigman’s last blog post..Decoding the Twitterstream

    • http://www.philadelphia-marketing-blog.com/ Meg Ferguson

      Daria, I agree with your suggested “truce!” It is an interesting world right now. I run an online marketing agency and the biggest success limitation I see to all this technology is the human factor. I guess that’s true of everything but the 24/7 response mode is unprecedented for most businesses.

      I’m currently working with a client to set up an internal marketing department specifically for social media. Staffing a desk 24/7 is something they have never done nor had to do. We’re actually revisiting their entire business model around this “marketing” department. They have mixed emotions about it (as do I). While it’s a new and exciting mode of creating a dialog with your customers, it’s also a necessary evil and depending on which you choose to believe at any given moment, will dictate the level of acceptance of social media.

      Thanks for writing! Good stuff!

      Meg Ferguson – Philadelphia-marketing-blog.com

      Meg Ferguson’s last blog post..Pay-per-click ROI

  • http://www.steigmancommunications.com Daria Steigman

    Great food for thought! For a while I was amazed how many brand controversies seem to blow up on Twitter over a weekend — and then I realized it’s because we’re all so much better at monitoring and responding rapidly when we’re not supposed to be enjoying some downtime. (What happened to the weekend anyway?)

    I think right now we’re caught between our own expectations, those of our clients/bosses/companies, and the expectations of anyone in the broader world who may be trying to talk with us. Somehow we’re going to have to come up with a new balance, so that we can once again opt whether–the technological ability aside– we really have to be focused on business 24/7.

    Maybe we need a Twitter truce that declares that we can tweet nothing but mindless blather during the hours b/w 9:00 p.m. EST Friday and 8:00 a.m. EST on Monday. :)

    Daria Steigman’s last blog post..Decoding the Twitterstream

    • http://www.philadelphia-marketing-blog.com Meg Ferguson

      Daria, I agree with your suggested “truce!” It is an interesting world right now. I run an online marketing agency and the biggest success limitation I see to all this technology is the human factor. I guess that’s true of everything but the 24/7 response mode is unprecedented for most businesses.

      I’m currently working with a client to set up an internal marketing department specifically for social media. Staffing a desk 24/7 is something they have never done nor had to do. We’re actually revisiting their entire business model around this “marketing” department. They have mixed emotions about it (as do I). While it’s a new and exciting mode of creating a dialog with your customers, it’s also a necessary evil and depending on which you choose to believe at any given moment, will dictate the level of acceptance of social media.

      Thanks for writing! Good stuff!

      Meg Ferguson – Philadelphia-marketing-blog.com

      Meg Ferguson’s last blog post..Pay-per-click ROI

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  • http://www.philadelphia-marketing-blog.com/ Meg Ferguson

    ADHD..love it! This gets me thinking that social media in marketing…..OOOH A SQUIRREL! Sorry, where was I? Oh right…… wait, am I on Twitter or Facebook?

    Meg Ferguson’s last blog post..Pay-per-click ROI

  • http://www.philadelphia-marketing-blog.com Meg Ferguson

    ADHD..love it! This gets me thinking that social media in marketing…..OOOH A SQUIRREL! Sorry, where was I? Oh right…… wait, am I on Twitter or Facebook?

    Meg Ferguson’s last blog post..Pay-per-click ROI

  • http://www.thislandisforyou.com/ Gina Kay Landis

    Nope, it’s not too fast. It’s just the way things are – kind of like a real-time chatroom where comments fly fast and hard, and it’s difficult for some to keep up. Those who do keep up will be ahead of the game and will, I hope, teach those who do not.

  • http://www.thislandisforyou.com Gina Kay Landis

    Nope, it’s not too fast. It’s just the way things are – kind of like a real-time chatroom where comments fly fast and hard, and it’s difficult for some to keep up. Those who do keep up will be ahead of the game and will, I hope, teach those who do not.

  • http://sm2.techrigy.com/ Connie Bensen

    …. as I race over here to make a comment! Haste does make waste sometimes.

    I try to have a routine. It’s a matter of what’s in control? Is your email & Twitter in control or are you? The joy of listening tools like our Techrigy SM2 (yes I work for them) is that it brings the highlights to us of what we need to respond to. Thanks for the mention!
    I’ve even shifted to monitoring industry terms & used it as my new ‘feed reader’. My usual reads are pulled in as well as new authors which is helpful!

    And I believe that it is important to have a ‘person’ doing this. A community manager is imperative in this day & age. They can teach the team at the company & it’s a group effort.

    Connie
    Chief Community Officer, Techrigy
    @cbensen

  • http://sm2.techrigy.com Connie Bensen

    …. as I race over here to make a comment! Haste does make waste sometimes.

    I try to have a routine. It’s a matter of what’s in control? Is your email & Twitter in control or are you? The joy of listening tools like our Techrigy SM2 (yes I work for them) is that it brings the highlights to us of what we need to respond to. Thanks for the mention!
    I’ve even shifted to monitoring industry terms & used it as my new ‘feed reader’. My usual reads are pulled in as well as new authors which is helpful!

    And I believe that it is important to have a ‘person’ doing this. A community manager is imperative in this day & age. They can teach the team at the company & it’s a group effort.

    Connie
    Chief Community Officer, Techrigy
    @cbensen

  • http://sm2.techrigy.com/ Connie Bensen

    … as I race over here to make a comment! Haste does make waste sometimes.

    I try to have a routine. It’s a matter of what’s in control? Is your email & Twitter in control or are you? The joy of listening tools like our Techrigy SM2 (yes I work for them) is that it brings the highlights to us of what we need to respond to. Thanks for the mention!
    I’ve even shifted to monitoring industry terms & used it as my new ‘feed reader’. My usual reads are pulled in as well as new authors which is helpful!

    And I believe that it is important to have a ‘person’ doing this. A community manager is imperative in this day & age. They can teach the team at the company & it’s a group effort.

    Connie
    Chief Community Officer, Techrigy
    @cbensen

  • http://sm2.techrigy.com Connie Bensen

    … as I race over here to make a comment! Haste does make waste sometimes.

    I try to have a routine. It’s a matter of what’s in control? Is your email & Twitter in control or are you? The joy of listening tools like our Techrigy SM2 (yes I work for them) is that it brings the highlights to us of what we need to respond to. Thanks for the mention!
    I’ve even shifted to monitoring industry terms & used it as my new ‘feed reader’. My usual reads are pulled in as well as new authors which is helpful!

    And I believe that it is important to have a ‘person’ doing this. A community manager is imperative in this day & age. They can teach the team at the company & it’s a group effort.

    Connie
    Chief Community Officer, Techrigy
    @cbensen

  • http://www.radian6.com/ David Alston

    Hey there Jason,

    Ah yes, those days of yesteryear. I remember them as well. Standing by the giant printer waiting for my green and blue paper memos to print so I could put them in a interoffice memo envelope and send them out to members of my team on truck going in the afternoon. Ah, those heady days.

    What’s interesting is that if you look at the trend, 140 characters and 5 minute response is now becoming the norm from an expectation perspective. I suspect we will soon have a new service called 8words and it will be 1 minute responses. :)

    As someone once told me “it is what it is” so if the norm is always faster than the day before, and it seems like it always will be, then those companies that embrace it first will certainly always have an advantage. The key to helping to not go insane through all of this is to find ways to distribute the load and prioritize the responses. Again, all need to be done asap but some perhaps in 5 minutes, some in an hour, some in a day. Having the ability to route based on parameters on the social media front lines allows a company to aggressively move into “fast mode” without blowing their brains out. All one has to do is look at the progress in the call center biz over the past 20 years to see how companies can scale up. Unfortunately there is a lot of abuse of this technology to cut costs rather than grow relationships. With the right focus on the important part of social media – connecting and communicating – I think companies will be able to hit the gas pedal and catch up to all their customers currently zipping by.

    Great post Jason.

    Cheers.
    David
    @davidalston
    @radian6

    David Alston’s last blog post..zig: Harnessing the Fast-Moving Social Web

  • http://www.radian6.com David Alston

    Hey there Jason,

    Ah yes, those days of yesteryear. I remember them as well. Standing by the giant printer waiting for my green and blue paper memos to print so I could put them in a interoffice memo envelope and send them out to members of my team on truck going in the afternoon. Ah, those heady days.

    What’s interesting is that if you look at the trend, 140 characters and 5 minute response is now becoming the norm from an expectation perspective. I suspect we will soon have a new service called 8words and it will be 1 minute responses. :)

    As someone once told me “it is what it is” so if the norm is always faster than the day before, and it seems like it always will be, then those companies that embrace it first will certainly always have an advantage. The key to helping to not go insane through all of this is to find ways to distribute the load and prioritize the responses. Again, all need to be done asap but some perhaps in 5 minutes, some in an hour, some in a day. Having the ability to route based on parameters on the social media front lines allows a company to aggressively move into “fast mode” without blowing their brains out. All one has to do is look at the progress in the call center biz over the past 20 years to see how companies can scale up. Unfortunately there is a lot of abuse of this technology to cut costs rather than grow relationships. With the right focus on the important part of social media – connecting and communicating – I think companies will be able to hit the gas pedal and catch up to all their customers currently zipping by.

    Great post Jason.

    Cheers.
    David
    @davidalston
    @radian6

    David Alston’s last blog post..zig: Harnessing the Fast-Moving Social Web

  • Amber Naslund

    And the irony is that I’m later to comment than usual because I’ve been in meetings today!

    Speed isn’t going to change I’m afraid. No reverse gear here. I think managing expectations is a big part of it, but business needs to adapt because the ecosystem of communication has changed for good.

    The better and more precise our monitoring, too, the more efficiently we’ll be able to contribute.

    The world isn’t just flat now. It’s swift too. I know my job will never be 8 hours long. But my passion for the potential of this new era far outweighs my worry about being connected. Scale will be sacrificed over time, but my relationships will run long and deep.

    Thanks to DJ for the kind words, and to you, Jay, for the great conversation.

    Cheers,
    Amber
    @ambercadabra

  • Amber Naslund

    And the irony is that I’m later to comment than usual because I’ve been in meetings today!

    Speed isn’t going to change I’m afraid. No reverse gear here. I think managing expectations is a big part of it, but business needs to adapt because the ecosystem of communication has changed for good.

    The better and more precise our monitoring, too, the more efficiently we’ll be able to contribute.

    The world isn’t just flat now. It’s swift too. I know my job will never be 8 hours long. But my passion for the potential of this new era far outweighs my worry about being connected. Scale will be sacrificed over time, but my relationships will run long and deep.

    Thanks to DJ for the kind words, and to you, Jay, for the great conversation.

    Cheers,
    Amber
    @ambercadabra

  • http://www.rjdcreative.com/ Bob Diercksmeier

    Great post Jason!

    The speed of SM seems to highlight the need for planning and creating a verbal (and visual for that matter) brand identity strategy and system of elements (brand positioning and messaging especially) so all brand communications are consistent. Before diving into SM a company needs to define what they are trying to accomplish and how they are going to facilitate that.

    Thanks for the great info!

    Bob

    @rjdcreative
    @bobdiercksmeier

  • http://www.rjdcreative.com Bob Diercksmeier

    Great post Jason!

    The speed of SM seems to highlight the need for planning and creating a verbal (and visual for that matter) brand identity strategy and system of elements (brand positioning and messaging especially) so all brand communications are consistent. Before diving into SM a company needs to define what they are trying to accomplish and how they are going to facilitate that.

    Thanks for the great info!

    Bob

    @rjdcreative
    @bobdiercksmeier

  • http://www.convinceandconvert.com/ Jason Baer

    @Daria – I love the Twitter truce. I’m game if you are!

    @Meg – I’m glad to see you thinking through re-architecting the entire business model. I believe that’s really what it’s going to take to make this happen in a sensible, scalable way. 24x7x365 monitoring and reaction.

    @Gina – I agree it’s just the way the world has evolved. That doesn’t mean this climate produces the best work, the best thinking. And it doesn’t mean I have to like it (although I generally do).

    @Connie – Thanks for stopping by. I absolutely support the Community Manager concept, and am serving that role on a part-time basis for a couple of clients. Fun, although difficult to be always-on.

    @David – Yes, I remember setting type by hand for brochures too. (seriously, I do). Thankfully, technology like yours and Connie’s make it easier, but somebody still has to be at the controls. The biggest issue I see is being able to drop everything and respond. It’s much more viable (I find) in a corporate setting where you have a community manager, than in an agency setting where you’re juggling tons of clients.

    @Amber – You’re the poster child for this, well, post. I don’t find the issue to be so much the number of hours it requires so much as having the ability to react when you’re already working on several other items. To me, that’s the challenge. The herky jerky, stop and start. As Connie says, however, setting a schedule is a good plan. Wish I could stick to it. Damn airplanes keep interfering.

    @Bob – You said it, brother. The speed of social media very much creates tactics-first thinking. That causes poor results and inconsistent messaging. Strategy first. Strategy first. Strategy first. Then tactics

    @Ron – Yep. 40 in September. I’ll be registering at Tweetdeck. ;)

    @MsHerr – Indeed. I’d love to see a number cruncher like @danzarrella figure out the ideal commenting position. I’m sure it would make for interesting findings.

    @DJ – I think everyone has to address scale in their own way, but however you do it, it requires behavior change on your part. I used to read tons of blogs every morning, and then write whatever I felt was interesting du jour. I can’t do that any longer. Too much going on daily. So, I write posts in batches, and release them 3x/week. That changes the nature of what I publish here on C&C. Less timely. Hopefully, more thoughtful. Same is true with Twitter, LI, FB, et al. I can’t spend the kind of time I used to, so hopefully the time I do spend is higher quality. Brian Solis, for example, will not respond/reply on Twitter at all now. He just posts links. It’s basically StumbleUpon for him. Interesting. In any event, whatever you decide, you’ll do it well. You’re the genuine article, and that’s why people follow you, not because of your response time. Incidentally, thanks for lumping me in with Amber, but I’m not in her league in any respect.

    @Stuart – Cut back to 6 diet Cokes per day, and then post another comment. We all want to see this science experiment in action!

    @Scott – Great research. Really interesting stuff. Folks, read this if you get a chance.

    @KK – You gotta pick an application!

    @Hunter – You nailed it. That’s my problem with the whole thing. No time for context. No time to absorb. No time to think. It’s just react, react, react. Fortunately, I’ve been in online marketing for 15 years, so I’m conditioned to it. But many of my clients are freaking out. The game has changed. It’s like going from anaerobic to aerobic exercise.

    @Kent – Indeed, you were channeling a bit there. Good stuff. I would agree that sometimes first beats best right now. But I also very much believe that quality eventually triumphs. If I didn’t think that to be true, I wouldn’t take the time to do this. Thanks for comment. Come on back!

  • http://www.convinceandconvert.com Jason Baer

    @Daria – I love the Twitter truce. I’m game if you are!

    @Meg – I’m glad to see you thinking through re-architecting the entire business model. I believe that’s really what it’s going to take to make this happen in a sensible, scalable way. 24x7x365 monitoring and reaction.

    @Gina – I agree it’s just the way the world has evolved. That doesn’t mean this climate produces the best work, the best thinking. And it doesn’t mean I have to like it (although I generally do).

    @Connie – Thanks for stopping by. I absolutely support the Community Manager concept, and am serving that role on a part-time basis for a couple of clients. Fun, although difficult to be always-on.

    @David – Yes, I remember setting type by hand for brochures too. (seriously, I do). Thankfully, technology like yours and Connie’s make it easier, but somebody still has to be at the controls. The biggest issue I see is being able to drop everything and respond. It’s much more viable (I find) in a corporate setting where you have a community manager, than in an agency setting where you’re juggling tons of clients.

    @Amber – You’re the poster child for this, well, post. I don’t find the issue to be so much the number of hours it requires so much as having the ability to react when you’re already working on several other items. To me, that’s the challenge. The herky jerky, stop and start. As Connie says, however, setting a schedule is a good plan. Wish I could stick to it. Damn airplanes keep interfering.

    @Bob – You said it, brother. The speed of social media very much creates tactics-first thinking. That causes poor results and inconsistent messaging. Strategy first. Strategy first. Strategy first. Then tactics

    @Ron – Yep. 40 in September. I’ll be registering at Tweetdeck. ;)

    @MsHerr – Indeed. I’d love to see a number cruncher like @danzarrella figure out the ideal commenting position. I’m sure it would make for interesting findings.

    @DJ – I think everyone has to address scale in their own way, but however you do it, it requires behavior change on your part. I used to read tons of blogs every morning, and then write whatever I felt was interesting du jour. I can’t do that any longer. Too much going on daily. So, I write posts in batches, and release them 3x/week. That changes the nature of what I publish here on C&C. Less timely. Hopefully, more thoughtful. Same is true with Twitter, LI, FB, et al. I can’t spend the kind of time I used to, so hopefully the time I do spend is higher quality. Brian Solis, for example, will not respond/reply on Twitter at all now. He just posts links. It’s basically StumbleUpon for him. Interesting. In any event, whatever you decide, you’ll do it well. You’re the genuine article, and that’s why people follow you, not because of your response time. Incidentally, thanks for lumping me in with Amber, but I’m not in her league in any respect.

    @Stuart – Cut back to 6 diet Cokes per day, and then post another comment. We all want to see this science experiment in action!

    @Scott – Great research. Really interesting stuff. Folks, read this if you get a chance.

    @KK – You gotta pick an application!

    @Hunter – You nailed it. That’s my problem with the whole thing. No time for context. No time to absorb. No time to think. It’s just react, react, react. Fortunately, I’ve been in online marketing for 15 years, so I’m conditioned to it. But many of my clients are freaking out. The game has changed. It’s like going from anaerobic to aerobic exercise.

    @Kent – Indeed, you were channeling a bit there. Good stuff. I would agree that sometimes first beats best right now. But I also very much believe that quality eventually triumphs. If I didn’t think that to be true, I wouldn’t take the time to do this. Thanks for comment. Come on back!

  • http://www.freelancesocialmedia.com/ Jacinta

    Doesn’t Radian6 cost money? I don’t remember it having a free option.

    Jacinta’s last blog post..Twitter Retweet button for WordPress

  • http://www.freelancesocialmedia.com Jacinta

    Doesn’t Radian6 cost money? I don’t remember it having a free option.

    Jacinta’s last blog post..Twitter Retweet button for WordPress

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  • Hal W.

    Twitter is going to be a flash in the pan. It’s come on the scene in light-speed, and has taken hold with spammers and Internet marketers who don’t have true ‘relationships’ with their followers. As a result their is no depth to most of the communication, and hence, no reason to continue to ‘follow’ other than people trying to ride the tidal wave of ‘social media 2.0′ Well, I’m here to say, that Twitter, which started good in concept, is rapidly, and I mean light speed, getting transformed into a spamfest. The controls that the Social Media 2.0 Gold Standard, FaceBook, has put in place has ensured the experience stays positive for the user. Granted, there have been growing pains with FB, Twitter is not going to have growing pains because it’s soon to plateau, and soon to die… or shall we say twit it’s last tweet… or meaningful tweet… look at how many services are leveraging ‘followers’ or ‘improving your follower numbers’ sorry… but that’s not social media… that’s SPAM… even a pig with lipstick on still a pig… people have jumped on the Twitter bandwagon because it’s reached a meteoric high in the media coverage… but as far as true, authentic useability? I’m saying farewell to Twitter… my FB is much more meaningful to me. I’d rather have 600 people that value what I say on FB ‘follow’ me, than have 2,000 people regard me as ‘spam’ on Twitter. Twitter is a bottle rocket that has left the bottle… it’s soon to go bang, and fall back to earth. Besides, did you have that same ‘Ah ha’ moment that you had the first time you logged into FB? I joined FB on a fluke, and all the true authentic connections that I made, created REAL value in my eyes before I’d even heard the term ‘social media 2.0′ I joined Twitter, and I was like, what does this mean? Why is this important to me? Why does anyone that doesn’t truly know me care? And that, my friends, is why Twitter will be a glimmer in the eyes of grandfather time looking back on 2009… Twitter will be irrelevant before August of this year. You heard it here first. Cheers and Aloha- Hal Wilkerson, Waikiki, HI

  • http://YourWebsite Hal W.

    Twitter is going to be a flash in the pan. It’s come on the scene in light-speed, and has taken hold with spammers and Internet marketers who don’t have true ‘relationships’ with their followers. As a result their is no depth to most of the communication, and hence, no reason to continue to ‘follow’ other than people trying to ride the tidal wave of ‘social media 2.0′ Well, I’m here to say, that Twitter, which started good in concept, is rapidly, and I mean light speed, getting transformed into a spamfest. The controls that the Social Media 2.0 Gold Standard, FaceBook, has put in place has ensured the experience stays positive for the user. Granted, there have been growing pains with FB, Twitter is not going to have growing pains because it’s soon to plateau, and soon to die… or shall we say twit it’s last tweet… or meaningful tweet… look at how many services are leveraging ‘followers’ or ‘improving your follower numbers’ sorry… but that’s not social media… that’s SPAM… even a pig with lipstick on still a pig… people have jumped on the Twitter bandwagon because it’s reached a meteoric high in the media coverage… but as far as true, authentic useability? I’m saying farewell to Twitter… my FB is much more meaningful to me. I’d rather have 600 people that value what I say on FB ‘follow’ me, than have 2,000 people regard me as ‘spam’ on Twitter. Twitter is a bottle rocket that has left the bottle… it’s soon to go bang, and fall back to earth. Besides, did you have that same ‘Ah ha’ moment that you had the first time you logged into FB? I joined FB on a fluke, and all the true authentic connections that I made, created REAL value in my eyes before I’d even heard the term ‘social media 2.0′ I joined Twitter, and I was like, what does this mean? Why is this important to me? Why does anyone that doesn’t truly know me care? And that, my friends, is why Twitter will be a glimmer in the eyes of grandfather time looking back on 2009… Twitter will be irrelevant before August of this year. You heard it here first. Cheers and Aloha- Hal Wilkerson, Waikiki, HI

  • Pingback: microjb (Jeremy Bergeron)

  • http://www.baseonegroup.co.uk/beyond John Bottom

    One way to address the speed issue is to question whose job it is to respond to comments on social media. If the CEO insists on doing it, it’s very worthy, but doomed from a quick-response point of view. And can you really pay someone to sit there all day, poised to tweet? Small businesses certainly can’t. Here’s my solution – hope you agree. http://bit.ly/18RTAF

    John Bottom’s last blog post..Who is the social media voice for your business?

  • http://www.baseonegroup.co.uk/beyond John Bottom

    One way to address the speed issue is to question whose job it is to respond to comments on social media. If the CEO insists on doing it, it’s very worthy, but doomed from a quick-response point of view. And can you really pay someone to sit there all day, poised to tweet? Small businesses certainly can’t. Here’s my solution – hope you agree. http://bit.ly/18RTAF

    John Bottom’s last blog post..Who is the social media voice for your business?

  • http://www.baseonegroup.co.uk/beyond John Bottom

    One way to address the speed issue is to question whose job it is to respond to comments on social media. If the CEO insists on doing it, it’s very worthy, but doomed from a quick-response point of view. And can you really pay someone to sit there all day, poised to tweet? Small businesses certainly can’t. Here’s my solution – hope you agree. http://bit.ly/18RTAF

    Sorry – accidentally added two comments. Also note that Ajax Comment Editor allows you to edit (hence this additional note) but not delete. Guess you can do that for me!

  • http://www.baseonegroup.co.uk/beyond John Bottom

    One way to address the speed issue is to question whose job it is to respond to comments on social media. If the CEO insists on doing it, it’s very worthy, but doomed from a quick-response point of view. And can you really pay someone to sit there all day, poised to tweet? Small businesses certainly can’t. Here’s my solution – hope you agree. http://bit.ly/18RTAF

    Sorry – accidentally added two comments. Also note that Ajax Comment Editor allows you to edit (hence this additional note) but not delete. Guess you can do that for me!

  • http://www.baseonegroup.co.uk/beyond John Bottom

    One way to address the speed issue is to question whose job it is to respond to comments on social media. If the CEO insists on doing it, it’s very worthy, but doomed from a quick-response point of view. And can you really pay someone to sit there all day, poised to tweet? Small businesses certainly can’t. Here’s my solution – hope you agree. http://bit.ly/18RTAF

    John Bottom’s last blog post..Who is the social media voice for your business?

  • http://www.baseonegroup.co.uk/beyond John Bottom

    One way to address the speed issue is to question whose job it is to respond to comments on social media. If the CEO insists on doing it, it’s very worthy, but doomed from a quick-response point of view. And can you really pay someone to sit there all day, poised to tweet? Small businesses certainly can’t. Here’s my solution – hope you agree. http://bit.ly/18RTAF

    Sorry – accidentally added two comments. Also note that Ajax Comment Editor allows you to edit (hence this additional note) but not delete. Guess you can do that for me!

  • http://www.MarsdenAssociates.com/ Anne

    Good Points. Clearly the “strategic thinking” does and will come. I see it happening in two ways. first by taking yourself out of the stream periodically to see the forest adn to plan. Second, like any video game – the more you do it the quicker your reaction times so strategy can be done at some level on the fly.

  • http://www.MarsdenAssociates.com/ Anne

    Good Points. Clearly the “strategic thinking” does and will come. I see it happening in two ways. first by taking yourself out of the stream periodically to see the forest adn to plan. Second, like any video game – the more you do it the quicker your reaction times so strategy can be done at some level on the fly.

  • http://www.MarsdenAssociates.com Anne

    Good Points. Clearly the “strategic thinking” does and will come. I see it happening in two ways. first by taking yourself out of the stream periodically to see the forest adn to plan. Second, like any video game – the more you do it the quicker your reaction times so strategy can be done at some level on the fly.

  • http://ctrofexcellence.blogspot.com/ ctrofexcellence

    Love the topic. I just tweeted about the fact that Twitter is not helping my ADD get any better. I think the challenge regarding being the fastest to react is that your reaction may not be the right one. If you don’t spend some time from planning thru execution, you could find yourself running an ever tireless race on the gerbil wheel. The trick is finding the right balance for your organization and putting enough infrastructure in place to facilitate a thorough, thoughtful, and quick reaction. There will clearly be times when immediate reaction is essential, but it may require you have a critical path that gives you the guardrails to make the right decision.

    ctrofexcellence’s last blog post..Refining Marketing Accountability

  • http://ctrofexcellence.blogspot.com/ ctrofexcellence

    Love the topic. I just tweeted about the fact that Twitter is not helping my ADD get any better. I think the challenge regarding being the fastest to react is that your reaction may not be the right one. If you don’t spend some time from planning thru execution, you could find yourself running an ever tireless race on the gerbil wheel. The trick is finding the right balance for your organization and putting enough infrastructure in place to facilitate a thorough, thoughtful, and quick reaction. There will clearly be times when immediate reaction is essential, but it may require you have a critical path that gives you the guardrails to make the right decision.

    ctrofexcellence’s last blog post..Refining Marketing Accountability

  • http://ctrofexcellence.blogspot.com ctrofexcellence

    Love the topic. I just tweeted about the fact that Twitter is not helping my ADD get any better. I think the challenge regarding being the fastest to react is that your reaction may not be the right one. If you don’t spend some time from planning thru execution, you could find yourself running an ever tireless race on the gerbil wheel. The trick is finding the right balance for your organization and putting enough infrastructure in place to facilitate a thorough, thoughtful, and quick reaction. There will clearly be times when immediate reaction is essential, but it may require you have a critical path that gives you the guardrails to make the right decision.

    ctrofexcellence’s last blog post..Refining Marketing Accountability

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  • http://www.more-for-small-business.com/ Kris Bovay

    Your Message
    I agree social media is fast, maybe too fast.

    We’re in the middle of elections in our province (British Columbia, Canada) and traditional media is tracking the politicians through their twitter accounts. Information on what ARE these politicians doing; what are they having for dinner, who are they seeing today, etc. really don’t interest me. They really don’t get what twitter is all about.

    So I’d say that if you use social media for business (including politics) remember that you’re trying to engage – hard to do in 140 characters – and trying to build a conversation (2 way).

    Fast is good; if fast also gives you relevance.

    Kris Bovay’s last blog post..Apr 23, Managing: Conflict Resolution Tips

  • http://www.more-for-small-business.com/ Kris Bovay

    Your Message
    I agree social media is fast, maybe too fast.

    We’re in the middle of elections in our province (British Columbia, Canada) and traditional media is tracking the politicians through their twitter accounts. Information on what ARE these politicians doing; what are they having for dinner, who are they seeing today, etc. really don’t interest me. They really don’t get what twitter is all about.

    So I’d say that if you use social media for business (including politics) remember that you’re trying to engage – hard to do in 140 characters – and trying to build a conversation (2 way).

    Fast is good; if fast also gives you relevance.

    Kris Bovay’s last blog post..Apr 23, Managing: Conflict Resolution Tips

  • http://www.more-for-small-business.com Kris Bovay

    Your Message
    I agree social media is fast, maybe too fast.

    We’re in the middle of elections in our province (British Columbia, Canada) and traditional media is tracking the politicians through their twitter accounts. Information on what ARE these politicians doing; what are they having for dinner, who are they seeing today, etc. really don’t interest me. They really don’t get what twitter is all about.

    So I’d say that if you use social media for business (including politics) remember that you’re trying to engage – hard to do in 140 characters – and trying to build a conversation (2 way).

    Fast is good; if fast also gives you relevance.

    Kris Bovay’s last blog post..Apr 23, Managing: Conflict Resolution Tips

  • http://www.armentdietrich.com/ Gini Dietrich

    Even though I’m comment 37, I have to say I love the phrase “Russian dancing bear on crack!” Mostly because it’s true.

    When I hear, “But, I don’t have time for social networking” I respond with, “Then don’t whine when you don’t get your message out before your customers do.”

    It’s all about the early bird catching the worm. Thanks Jason!

    P.S. I don’t believe you’re turning 40.

  • http://www.armentdietrich.com/ Gini Dietrich

    Even though I’m comment 37, I have to say I love the phrase “Russian dancing bear on crack!” Mostly because it’s true.

    When I hear, “But, I don’t have time for social networking” I respond with, “Then don’t whine when you don’t get your message out before your customers do.”

    It’s all about the early bird catching the worm. Thanks Jason!

    P.S. I don’t believe you’re turning 40.

  • http://www.armentdietrich.com Gini Dietrich

    Even though I’m comment 37, I have to say I love the phrase “Russian dancing bear on crack!” Mostly because it’s true.

    When I hear, “But, I don’t have time for social networking” I respond with, “Then don’t whine when you don’t get your message out before your customers do.”

    It’s all about the early bird catching the worm. Thanks Jason!

    P.S. I don’t believe you’re turning 40.

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  • http://twitter.com/dave_anderson99/status/1609865420 Dave Anderson

    RT @jenniferbunker: Is Social Media Too Fast? | Social Media Marketing | Social Media Consultin… http://bit.ly/A8xe3

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  • http://twitter.com/andismit/status/1615209108 Andrew Smith

    Is Social Media Too Fast?: One of the greatest challenges of effective social media outreach is the need to be a.. http://bit.ly/9elJx

  • http://twitter.com/hot_linkz_test/status/1619146094 Hot Linkz Test

    http://bit.ly/wkBIn – Is Social Media Too Fast? | Social Media Marketing | Social Media Consulting – Convince & Convert

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  • http://twitter.com/emodkate/status/1621518718 Kate Williams

    Instead of strategy, we “jump from task to message to task to message like a Russian dancing bear on crack.” http://ow.ly/40ja

  • http://twitter.com/paulamonthofer/status/1642865908 Paula Monthofer

    Sorry last link failed – http://tinyurl.com/czx2kf (via @lisamloeffler)

  • http://twitter.com/karamartens/status/1692325847 Kara Martens

    Good points and this great line: “(replies to messages) like a Russian dancing bear on crack” @jaybaer http://tinyurl.com/czx2kf

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  • http://twitter.com/jliebman/status/2217960064 Jeremy Liebman

    I agree. Sometimes we need to just SLOW down! http://bit.ly/XjRH9

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  • http://twitter.com/xnikos/status/2259904504 Nikos Xydas

    Liked: Is Social Media Too Fast? | Social Media Marketing | Social Media … http://bit.ly/UEsBr

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  • http://twitter.com/sharonhayes/status/2323722751 sharonhayes

    Is #Social #Media Too Fast? http://bit.ly/XjRH9 good read

  • http://www.oxzenmedia.com/ Oxzen Media

    great post jason…yeah this is true. i can feel the results in it as i have used this as well

  • http://www.oxzenmedia.com/ Oxzen Media

    great post jason…yeah this is true. i can feel the results in it as i have used this as well

  • http://msherrwhenonline.com/ Ms. Herr

    Your “early bird gets the tweet” or blog post comment rings true with conversation at the last #evfn. There has to be a “commenting sweet spot”, where you are just late enough that a few people have commented such that you are (hopefully) introduced to both new perspectives and people, yet also early enough that you have the opportunity for your comment is both unique in content/perspective and that those who come after you are not too overwhelmed by the 50 or 500 other comments that they skip past yours to the end.

    <abbr>Ms. Herr’s last blog post..will work for food</abbr>

  • letstalkandchat

    If you’re looking for webinar software, then check out Evergreen Business System. Its perfect for marketers and let’s you automate the scheduling of your webinars, build your list, and even follow up with your webinar registrants. If you’re going to buy Evergreen Business System, then you might as well get a free bonus! So check out http://www.mikelmurphy.com/evergreen-business-system-bonus-webinar-software/ and you’ll get a great bonus that tells you how to create a webinar, what is a webinar, and a blueprint for making a successful one. None of the other people offering bonuses are offering this. Hurry in case the guy (some dude that worked on Lord of the RIngs) offering the bonus decides to pull it down.