The Problem of "What's Next?"


In a meeting today, colleagues voiced concern about our organization lagging in the use of social media. They remarked upon what they had heard anecdotally about the 'un-coolness' of Facebook and describing how young users supposedly were fleeing it in favor of "places their parents don't go".


As I listened to them and then told them of our expanding Twitter footprint and the success we are beginning to garner, I was struck by the problem (perceived and real) of "What's next?". Our organization's focus is not social networking, but it is a tool that I believe is vital to accomplishing parts of our mission. The amount of resources we can devote to it is minimal, though, so any idea of being ahead of the curve is moot. Following clientele from network to ever-more-fragmented network is likely not a wise use of time and resources.


That said, mature social networks with a strong foundation and large following (Twitter, Facebook) are an excellent place for us to reach our audience. By leveraging our use these social networks, we can multiply our messages and gain the attention, trust, and partnership of our followers. In my opinion, we gain nothing by pursuing the latest and hottest, rushing into social networks we do not yet understand fully. It is better that we lag slightly, let the early adopters figure it out, then decide if it fits our ethos, image, and mission.


It is crucial that we be aware of and understand the latest and most influential sites, platforms, apps, and social networks. We can achieve this by scanning the environment and investigating these things on an ongoing business. I believe we can solve the problem of "What's next" by observation, tracking, and slow adoption.


What's next for you?