Clark's Spot

So we’re in a time of iEverything where we broadcast our every thought on Facebook and Twitter. Stake out your spot and move with the tribe.

But is it really best to run from Room to Room – or network to network – in an attempt to stay current with what’s cool? Isn’t it better to take advantage of the unique capabilities of each network and make that part of your strategy? (Note: a “Facebook Strategy” is more than “we should do that” just as a “Twitter Strategy” is more than “OMG can I Twitter all day!”)

Isn’t it better to use the real-time broadcast capability of Twitter, the scale of Facebook, and the embedding capability (and brand name) of YouTube when communicating? Only by breaking down the walls of these networks, can we use their full capability to communicate as widely as possible. Think of the sites as real world infrastructure sites. You’re taking on big infrastructure upkeep costs if you don’t want to be seen as an absentee landlord.

MySpace will continue to hold avid users, but will it be worth your time and effort to dedicate the resources needed to have a vibrant presence in that network? (Would you remain in Friendster if you had joined it in 2002?) Shutting down – or significantly scaling back – in these networks can alienate dedicated users. Don’t tell me that it’s expected to lose some people, and that you’re OK with it. You joined these networks to chase these people – you’re not OK with getting them angry at you.

Whatever you build or whatever you join isn’t a magic bullet. They offer something – even if it’s a unique way to connect to your audience. Figure out what that unique strength is, and incorporate your strategy around that. Jump on the new opportunities quickly, but know that you’re leaping at the capability and not the shiny toy.

Shiny toys are tossed aside when the next cool thing comes along. And in such a rapid environment, the next cool thing will be out before you build a big following in the old thing. Watch the Did You Know video as a reminder of the speed of change. (Then, think about how much that video reminds you of Sprint’s new What’s Happening commercials.

Now, think about how both videos reflect on individuals and what you’re doing right now. That’s kind of what Twitter’s about. What are you doing to use the things happening now in your communications?