Don't lose focus

Pete Blackshaw reminds us about the value of actually talking to folks.  Sure, it's more work and requires more planning but the results are often well worth the effort.

I'm not jumping off the digital ship, but I do worry that we sometimes grossly misappropriate social media as a proxy for live interaction or offline conversation. It's not.

Looking ahead, we might be well served by reclaiming or rediscovering some of those "offline" encounters -- not as a replacement for our digital conversations but as a vitamin. As we're learning with TV, and certainly with customer service, social media might just make the core foundations even stronger -- but only if used correctly.

Breakthrough consumer understanding is a delicate (and empathetic) balancing act of what we glean and filter online and what we dig up in real conversations. It's far from an all-or-nothing proposition, and the advent of video digital "sight, sound and motion" blurs the line.


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