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!
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