Cutting through the ‘vapour ware’ of social media

Social-media-tagsLast Wednesday saw LEWIS London host its second digital dinner – a session where we invite a mixture of clients, journalists, bloggers and PR people to share their thoughts and views on all things digital.

The dinner was particularly exquisite and the discussion offered plenty of food for thought. Fitting that as the Telegraph ran a piece on London being the social media capital of the world, the group discussion took on a different approach to the usual conversations that come with talking about social media such as “Will Twitter replace email?” and “What’s the best social network to sign up to?”

It appears that as a consequence of the avalanche of slides, tweets, LinkedIn groups, blogs etc about social media, there is a growing concern that much of what is said amounts to ‘vapour ware’ (the corporate way of saying hot air).

The last eighteen months have seen such an explosion in what people hear about social media, it is easy to forget that its adoption is still relatively low in the vast majority of businesses out there. By and large companies are still unsure about how social media will actually help them over and above just having 1,000 followers on Twitter or a Facebook fanpage. While there are currently hundreds of PR firms offering to help companies talk the social media talk, judging by the discussion many are fed up of hearing the talk and now want to start walking the walk.

(This post also appears on the LEWIS 360 blog)

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