Should your company blog? – Yes, all companies should blog. No, your company might not be right for a blog because you want to moderate every comment, or because you don’t really have a goal for the blog, or because your customers just want to eat the hamburgers, not read about what you think.

Should your company be on Twitter? – Absolutely. It’s all about the conversation. No, it means that you’ll have to answer yet another social media phone that’s ringing, and you’re not doing a good job of it on other places you’ve tried, like Facebook and Bebo.

Should your company make YouTube videos? – You Bet! All the greatest things are being done there, like those blender guys. No, because you’re trying to stuff your TV commercials on YouTube and your webinars, and other content that’s as flat there as it is on your site.

The point is actually simple. Coming up with a one-size fits all strategy for dragging companies into social media is just goofy. I could give you another 20 yes answers and another 20 no answers for the way people look to use the tools, and the promises that others make.

It’s not all about the conversation. It’s not a matter of whether you get it or don’t. Like all things, it’s finding what works, building from a foundation, measuring progress, and adapting to new situations.

Pharma companies have to really weigh hard the decision to listen, because it comes with extra reporting requirements. Legal organizations can’t just dive in and blog, because they have to be wary of being seen as offering advice, or insinuating lawyer-client privilege. Marketers can’t just repost any old thing to YouTube, because they might not have the rights for various pieces of the creative.

Projects. Goals. Strategies. Measurement. It’s not all just “make something and something will happen over there.”

Fancy that, eh? What are you finding out that’s different than you originally thought?

Photo credit abhi

It’s great reading, and it’s worth thinking about. If you’re thinking of hiring a new media type, give Marshall’s thoughts some consideration as well.

How to be a new media consultant – Marshall Kirkpatrick.

Photo credit, Brian Solis, who I saw last night at a party, and who is a super photographer.