Source | LinkedIn : By Ryan Holmes
In 1995, Newsweek published a now infamous article titled The Internet? Bah! Insisting the web was just a fad, the article wrote off the idea of “cyberbusiness” altogether:
“We’re promised instant catalog shopping – just point and click for great deals. We’ll order airline tickets over the network, make restaurant reservations and negotiate sales contracts. Stores will become obsolete. So how come my local mall does more business in an afternoon than the entire Internet handles in a month?”
What’s laughable, of course, is how dead wrong the author was. Each and every one of these outcomes came to fruition. We now shop, order airline tickets, make reservations and negotiate sales over the Internet – on a daily basis. Stores have become obsolete, in many cases.
I’m not sharing this (as funny as it is) just to walk down memory lane. I have a point to make for professionals and companies today. Right now, we’re undergoing a business transformation just as momentous as the advent of the Internet. Its promise is almost as limitless … and yet there are still holdouts who insist it’s “just a fad.”
I’m talking, of course, about social media. Facebook, Twitter, Instagram, LinkedIn and other networks are fundamentally changing how we reach and interact with customers, offer products and services, communicate with employees and – in a nutshell – do business. Social media is the next wave of the digital transformation that started with the web. And its bottom-line impact is proving just as huge.
For professionals and businesses today, the best way to keep successful in 2017, in my estimation, is to fully embrace social media. Not incorporating Twitter, Facebook and other social channels into your strategy in 2017 is roughly the equivalent of insisting the web was just a fad a decade or so ago: backward-looking, blinkered and above all a serious business liability.
The case for social media
I’m sure that for many people this may be dead obvious and hardly worth pointing out. Of course, social media is here to stay. Of course, social media has changed how people interact with businesses. But it’s amazing how many senior executives, CEOs and decision makers still – in 2017 – remain confused about what social media does and how it can contribute to a business.