There’s a foggy place that is inhabited only by 20-year-olds evidently. I don’t know the name of the place but at first blush it seems to have something to do with social media. I know such a place exists because I’ve seen people go there, or rather, sensed it. Here’s how it goes: a conversation involving social media reaches a point where there exists more unknown than known, a point where someone needs an out. I see a face gloss over, going to this place—this foggy place—and then the phrase is spoken: “I guess we need to hire a 20-year-old for that.” This means, guessing here, that the speaker rightfully wishes to hire the most talented and experienced people (profiling 20-year-olds) to carry out their social media campaigns. Another interpretation might be that the speaker has relinquished responsibility for their brand content because social media intimidates them. Either way, it’s good for 20-year-olds.
The foggy place gives social media employees the keys to the car. Thanks dad! There is no more assurable means to transfer power than to give over control of company communication. Can’t remember your logins? Someone will handle that for you. Need to access the blog? Gotta remember to ask help to do that—or have someone else do it. They’re not really highly paid but those social people can do a lot, whatever it is they do….
I think the foggy place is different though. I think the foggy place is made by underestimating the power of your content, your message, your brand, and your customer service. I think the foggy place is created by the act of underestimating the power of online and social media to represent you.
So this is not about 20-year-olds taking over the world or your business. I should point out that they will take over almost everything for a period at least as time goes on anyway. What this is about is this: pay attention to your message, it’s really important.
