The Winter of Our Dis-Content: Trying on Some Bold "New" Strategies in Social Media

By Lager, Marshall | CRM Magazine, May 2011 | Go to article overview

The Winter of Our Dis-Content: Trying on Some Bold "New" Strategies in Social Media


Lager, Marshall, CRM Magazine


IT'S A PUZZLEMENT. As my business takes wing, I find myself more and more distracted by a conundrum. It's gotten so bad that, while sitting in a cafe that was piping in Springsteen's "Lonesome Day," what I heard was "Lozem gayn," as Mel Brooks said in Blazing Saddles. OK, it was late, I was desperately hungry, and the cafe was McDonald's, but it should be clear that my head was not in the right place.

The more I work in and around social CRM, the less time I spend working with social CRM. I get paid to put my expertise into words, so I'm banging away at the keyboard all the time--not enough to afford private health insurance, but we're working on it--while my blog goes silent and my Twitter feed unfed. I'm forced to choose between using the social technology I love and support and supporting myself by writing about how other people use it.

[ILLUSTRATION OMITTED]

I know what you're thinking: Zeit nicht meshuggah. There's no reason to choose one or the other, right? I wish that were so. I've only got the two hands. I'm writing this for publication while neglecting all the people who could benefit from my wisdom this very minute. For that matter, I'm writing this while I could be writing for another one of my paying clients. There is simply not enough time in the day for me to share myself properly.

Or is there? After all, the Wicked Witch of the West didn't do all of her own dirty work--she had those winged monkeys, the hobgoblins, the Jitterbug (from a deleted scene that's still set up in the final print), and a sweet deal with the opium poppy growers in Oz's version of the Middle East. Why shouldn't I? I could do a lot of damage--er, I mean good--by expanding my reach a bit.

The first step is to "like" or "retweet" everything relevant that comes my way. …

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