I have been immersed in technology from as far back as 1984. I was in 4th grade installing 80 column cards into Apple IIe computers so we could play Where in the world is Carmen Sandiego? Move up to 1990, I was college classes in CAD, and I was optimizing each workstation and upgrading the network and graphics for all of the machines in the classroom for the professor. Why? Because with the speed increases, we spent more time learning, and completing our projects, instead of waiting for the computer to load and move to the next screen. Now it’s 1996, and I am a programmer for a Motorola Affiliate that launched Nextel’s first systems. I had to rummage through the office to find the fastest machines that would allow us to use the newest programming software, as we were programming hundreds of phones a week. I worked with our Rental division, and then our Rental sales team. We tied their CRM program (Act!) into the service/rentals systems so we all knew when customers were expecting their equipment, increasing our customer service, and our internal efficiency. We reach 2006, we build out and setup a brand new office. AT&T installs a cutting edge VoIP system with all the capabilities imaginable, an advanced voicemail system that ties into Microsoft Outlook, bringing incoming faxes into your email. Soft phone capabilities, the works. It’s amazing. We are on the heels of 2010 and that office uses 10% of the capabilities of that system. Why? The staff using it didn’t see the value, and decided to work around it.

I know this sounds like a micro-biography, but the point I am trying to make is, in certain respects, you can throw technology as certain issues, and you can remedy the problem. Investing thousands into a new network, or phone system, or just buying that new cutting edge Mac book is not going to fix all of your problems. You have to look at the people aspect of things. How are people using the technology you have in place? How are they working AROUND it? What are the bottlenecks? Who needs training on the systems you already have in place? These are detrimental questions that you have to ask and find answers for, before you invest your time and money into a new technology solution. The same can be said with Social Media.

I have quietly watched Social Media sites grow, with a unique perspective, as I was very involved in the early nineties with BBS systems and spent time online with Genie, AOL, and Prodigy back in the days. I viewed MySpace, Friendster, and Facebook in the same manner, another networking tool, never the holy grail of advertisement and promotion. In recent years I have attended several “Social Media” events and have met some very talented and creative people. I did enjoy a few “BarCamp” and “Tweet-up” events, but never felt compelled to become fully engaged as some are. I appreciate the efforts and the free exchange of ideas and information, as I follow many of the great people I met on Twitter and Facebook. I think my reluctance in embracing the whole idea, is amongst a crowd of great, brilliant minds, are some self-proclaimed experts that have self-serving intentions, that have in the past, taken advantage of those that have been sold that immersing yourself in SM will guarantee you revenue. Social Media is a form of networking and exchanging information. You can build a following and promote your products and/or services to those that are willing to listen. Those that don’t can easily opt out and turn a deaf ear, and a blind eye to your promotion.

The platforms of SM are indeed a technology, and I just want people to realize that with any technology you apply to your business, you need to be educated on how to use it to your best advantage. Be aware of the snake oil salesman out there. Much like losing weight, there is no magic pill, you have to make the sacrifices, do the work, be consistent, and reap the rewards.