27 June 2007

Where are the case studies?

So I'm soaking up as much as I can from the "leaders" in online PR and social media, and I'm reading dozens of blogs and talking with as many people as I can.

Many of these "leaders" don't describe a single case study or provide a single insight into the strategic value of one tactic versus another or one tool versus another AS IT APPLIES to a real-life company or organization. Instead I see a lot of "I spoke at this conference" or "this gadget is interesting" or my favorite, "communication has changed utterly and forever."

Yes, I know that.

But here's a bit of advice for anyone trying to learn this stuff, from someone who's been in communications and politics long enough to know the difference between a player and a poser:

If they can't point to a single example of how someone is actually using this stuff and exactly how it affects that person's bottom line, they can't be taken seriously.

1 comment:

Brad said...

Glad to see you finally write this post. I have every confidence in the Internet's beautifully Darwinistic framework, and I look forward to the day when we stop reading these people. They'll be left behind, but only if it's pointed out. I feel that people are starting to really grow tired of the "splurus."