Does the world really need another blog about social media? We invested some serious effort into exploring this question before making the decision to launch "Go Social," the blog you're reading now. (As you might have surmised, the conclusion we came to was "yes.")
There's no shortage of chatter about social media on the web, but much of it -- in our opinion, anyway -- remains too tightly focused on a narrow set of use cases loosely described as "marketing." The lion's share appears dedicated to the dubious aim of getting more followers, getting more shares or retweets, or "going viral" (whatever that means). But it’s not clear to us what followers, as a numerical value, actually do for a business. Shares and retweets may be a vague indicator of engagement, but only if they come from (and go out to) genuinely engaged human audiences. And "going viral" is, more often than not, an objective doomed to failure.
So while there's a lot of noise on the web about using social media in business, relatively little of that chatter actually helps businesses to discover the potential value of social media across the whole spectrum of business use cases and guides companies in developing holistic strategies and practical tactics for putting social tools to work inside and outside their organizations. This blog aims to do exactly those things.
Who We Are
Over time, we'll work hard to make sure "Go Social" exemplifies the principles it espouses. That is to say, it'll be open, inquisitive, interactive, and engaged with its audience on the social web. While we'll always uphold PCWorld's high editorial standards in choosing which content to serve on this blog, we intend to open it up to outside contributors whose perspectives illuminate the broader landscape of social business.
Anchoring the blog on a week-to-week basis will be Robert Strohmeyer and Michael Ansaldo, two veteran technology journalists who've written for a wide selection of top tech sites over the past couple of decades, and who now put their collective energies to work creating impactful social media and content campaigns for top-tier technology partners through our company’s content marketing service, PCWorld Content Works.
What We're About
If "Go Social" were just about social media (in the broad sense), it would scarcely justify its own existence, let alone all the effort we're committing to it. Instead, this blog is very specifically about social business. That entails social media marketing, certainly, but it’s about much more than marketing. When we say "Go Social," we mean "go social across your entire organization." Because we’re convinced that the greater potential of the social web is about much more than driving awareness and conversion in the marketplace (though those are clearly valuable objectives).. We believe social media still represents a vast undiscovered country of remarkable possibilities -- not just for marketing and business, but for society at large.
We're committed to uncovering the most promising opportunities that social media presents for companies of all sizes and in all industries. Not just within sales and marketing organizations, but across the whole org chart. In truth, there may be some companies for which marketing could prove the least valuable application of social media, and for which interdepartmental communication may prove most valuable. Social tools can be as effective at overhauling broken internal communication processes as at opening new lines of contact with customers.
We're committed to finding and explaining strategies and practices that really work for real business. High-minded strategic thinking is fun, but we seldom do business with people who can afford to invest their finite resources in novel technology services just for the sake of appearing "cutting edge." So we're going to assume you’re a busy person who really needs to get things done within your business, and we'll do our very best to present you only with information that helps you get real results.
We're committed to you, the reader. We know how valuable your attention is, and we'll try never to lose sight of that. So before we post anything -- either written by us or by a guest contributor -- we'll give it due scrutiny to ensure that it's worthy of your eyes.
Above all, this blog is our small contribution to a greater search for truth. So we'll apply a healthy dose of skepticism to novel concepts and questioning common assumptions in the service of delivering the most valuable content we possible can. We’ll do our level best to weed out the empty hype of social media charlatans and focus in on the most valuable applications of social tools, backed up by evidence and experience.
If you'd like to share your thoughts with us, we'd love to hear from you. You can reach Michael Ansaldo and Robert Strohmeyer on Twitter, and you can get us both at once through our @ContentWorks feed. Or speak up in the comments section of our posts. However you like to communicate, we want to know what you think. And if you're a social business pro with a perspective to share, send us an email at firstname.lastname@example.org. We can't guarantee every submission will get posted, but we'll give each one a fair read and a sincere response.