Shiny New Object Syndrome

Shiny New Object Syndrome. I don’t know if it really is a disorder, but in many ways it should when it comes to social media tools and platforms.  Recently I was participating in a Twitter chat called #SmallBizChat where the topic was Meerkat and Pericope, which are live video streaming apps from your smart phone. I started chatting with a couple of other women about tech and how it has evolved.
As we chatted about these platforms I shared this commercial for Cars.com at the bottom of this post; because, it felt like it fit the social media climate of the past couple of years. While there has been innovation and disruption in the space early on, not so much recently. Sure consistent changes are happening in the space with platforms evolving, but nothing really new. Nothing earth shattering. Just people who think it is new or those who suffer from shiny new object syndrome. That includes a lot businesses.
In the desire to be on fleek or wanting to seem on trend or with it, brands will often jump on these new shiny objects. They do it not really understanding why they need to be there and how it could be an effective way to communicate.
Just because it is there does not mean a brand needs to use it. A platform or tool needs to help organizations communicate with their customers and prospects in a meaningful way. Also, just as important, it has to fit with the business’s goals and culture. Doing it just because isn’t a good business reason.
Sure I spent a lot of time exploring new social media platforms and tools. I do that so businesses do not have to invest resources in doing trying to figure out what is worth it for them. Be open to new social media platforms and tools, but use them purposefully.

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