An ad agency friend of mine recently told me that he “didn’t get” social media. My knee-jerk reaction might have been, “He’s right. He just doesn’t get it.” But that would be missing the point. It’s well and good to believe in the power of social media—I’m a huge proponent of social media, in fact—but beware of over-imbibing in Social Media Kool-Aid.
Social media proponents often forget (or dismiss) the many people who “don’t get it,” or just don’t care about it. Oftentimes social media evangelists preach at them, drowning them with statistics, until the nonbeliever is converted. Or exhausted. Lots of
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