1927 heralded a new era for motion pictures: synchronized sound. Characters who once only had title cards and piano accompaniment for voices could now interact realistically with one another. So they talked. And talked. And talked. Indeed, Rodger Ebert observed, “Many early talkies felt they had to talk all the time”. Think of all the new character development that sound allows. The whispers. The screams. Heartfelt dialogue. And yet, so many early talkies resigned themselves to a pair of talking heads jabbering away at one another.
The social media evolution is putting businesses at a similar crossroads. Is your company using social media to tell stories more effectively, make consumer interactions more realistic and engaging, and differentiate yourselves from the competition? Or are you jumping blindly into the technology and jabbering away?