New Media Meets Old Common Sense

May 28th, 2010

I don’t know about you, but I can hardly wait until “new media” grows up and just becomes another medium.

Don’t get me wrong, I totally get the possibilities of companies being able to connect with customers on a level no one ever thought possible in the era of waiting till 10 pm to see what happened that day.

We get our news (and entertainment) whenever we want it.

Popular bloggers change the policies of corporate behemoths.

Technically savvy customers help other customers. For free.

It’s cool. And kind of crazy.

Actually, it’s this craziness I take issue with. The hysteria surrounding something new sometimes overwhelms common sense. (If you don’t believe it, try hanging out around an Apple store on the morning of a new product release.)

Newness should never overwhelm logic, whether you’re thinking about camping out for an iPad or the best way to reach your audience.

Translation: If your customers don’t have Twitter accounts, tweeting them isn’t going to be the right approach.

“Well, duh,” you say?

“I’ve seen it,” I say. Too many times to count.

So, by all means, lets all embrace the new media. Let’s blog and create killer Facebook apps and [fill in the blank here] to our hearts content. Let’s just use a little common sense while we’re doing it.

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