Our Un-Social Social Media

At the end of the day, social media should be a relationship vitamin and sweetener, not a destination. It should deepen bonds, not defuse or soften them. Remember, volume doesn’t always translate into intimacy. Speed doesn’t guarantee meaningful connections. Retweets don’t necessarily confer respect. Friending doesn’t always signal friendliness.

As marketers, we’re just starting to emerge from the full force of the first social-media tsunami wave. We blinked, and suddenly 550 million people joined Facebook. We turned our head, and Twitter has become a national compulsion. All the world’s our friend. A kingdom for a good tweet.