I'm a big proponent of companies diversifying their marketing. In fact, talking about social media makes up about half of my blog posts. But just because I, and many other marketing pundits, believe that venturing into Facebook and MySpace is a good idea does not make it so. In other words, simply having a presence in an online community without an idea of how you're going to utilize it is foolish. It makes the company seem like it's merely clinging to a fad, and that's a sure way to kill credibility.
In an intelligent and humorous article for AdAge, Greg Andersen elaborates on this same idea. After joining Facebook, Andersen was asked by his 16 year old niece, "What are you doing here?" When he found that he had no better response than, "Um, because everyone else is?", he knew there was a problem. Check out the full article to see Andersen's advice for companies who want in on social media, but are too dorky to know why.
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