Amybeth Hale – Research Goddess

Could vs. Should
July 1, 2009, 8:00 am
Filed under: Networking/Social Media, Recruiting, Thoughts

An instantly classic movie, at least for my generation, came out in 1993 and wow’ed viewers everywhere with the awesome CGI. This movie was Jurassic Park. I had read the book before seeing the film, so I knew there were parts missing from it that would surely be made into a sequel or two. But there were still some wonderful moments of the movie that I remember to this day. One of those moments has become one of my all-time favorite lines to quote. This is when John Hammond, Dr. Malcolm, Dr. Grant, Dr. Sattler, and others were sitting around a table eating dinner. Dr. Malcolm, played by Jeff Goldblum, says of John Hammond’s park and the idea of cloning dinosaur embryos mixed with frog DNA:

“Your scientists were so preoccupied with whether or not they could, they didn’t stop to think if they should…”

I have used this quote in so many situations and it always makes people stop and think. And I’ll say it here too, in the case of using social media for business – just because you can use social media, does that mean you should? Just because there are tools available for you to promote a job, or a brand, or a product or service, is that reason, and right, for you to be doing so?

When teams jump head-first into social media because all the rest of the world looks at it with googly-eyes, they are only thinking about the COULD. By holding back, listening, observing, doing due diligence and making sure everyone involved is equipped for success, they are then thinking more about the SHOULD. So consider these things:

  • Anyone CAN start a blog. But should YOU?
  • Anyone CAN set up a Facebook Fan page. But should YOUR company?
  • Anyone CAN tweet on behalf of their business. But are you ready to give up that much official control?
  • Anyone CAN decide to implement mobile marketing. But is your audience going to be receptive to it?

The right to do something does not mean that doing it is right. Just because you can, doesn’t mean you should. Practice some patience, do your homework, and find out if it’s right for you, your team, and your company first before pressing forward. Otherwise you run the risk of ruining your reputation or your brand image. Look before you leap!


10 Comments so far
Leave a comment


Excellent post today on Could vs. Should. I work with many clients who, the minute I arrive on site, start talking to me about how they need a social media strategy without even any idea of that that involves, and sadly, not much information about what it even is.

Anyway, I love it and I made reference to it on my blog today. You can read it here if you want but I pretty much just quote you up and give you props.

Please let me know if I can do anything for you!

Comment by Michael Homula

Amybeth, determining whether social media is right for you should include thinking in detail about what you want to accomplish. Will social media help you get it done? If so, which social networking or communications tools? Most important, though, is to know this — are the people you’re trying to communicate with using social media? Do they want to connect with you that way?

Comment by Chris Celek

This is an excellent post, speaking to some of the things I have been going over in regards to a new project I am working on. We have a ton of wonderful ideas, and we could do all of them…

But what is most important is figuring out those we should do (at least before launch) that are core to our mission.

Thank you.

Comment by TheSoMeEx

Delurking to say “Great Post!”. I have been considering whether or not to utilize twitter in my business and have been pondering this question quite a bit!

Comment by meandmom

Great pop culture metaphor for a concept that’s sometimes hard to explain. I’m going to have to use it sometime.

Comment by Alison

Boils down to beginning with the end in mind. Figure out your goal, and then work backwords. You may find social media is a huge part of the path, or simply a side track.

Comment by Martin Burns

[…] Could vs. Should « Amybeth Hale – Research Goddess “Your scientists were so preoccupied with whether or not they could, they didn’t stop to think if they should…” […]

Pingback by » Blog Archive » links for 2009-07-02

I just finished a project with a department at NKU to set up a Facebook and Twitter ( I can see facebook page being useful to keep in contact with people who need to know about classes, but they don’t produce enough content for twitter.

I like what someone says about keeping the end goal in mind. At the same time, we should all think about our audience.

Thanks for posting this.

Comment by Breanna Gaddie

Another bulls-eye (@) Amybeth! Kudos!

Comment by Ray Towle

I could post a comment, but should I post a comment. Or maybe I should twitter a comment, or maybe…………

Comment by David V. Corbin

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: