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Twitter is an example of how an incredibly simple idea can become a monster in a very short period of time. From it's humble beginnings in 2006 when the first tweets were things like "just setting up my twttr" (the original name was going to be a 'web2.0' style with no vowels) to "popping out on an errand", the information now sent over the network can be far more informative and in some cases, harrowing.
Although many have been using the system for a long time, the speed of information was really driven home by the news of the Hudson River plane crash. This was a prime example of when the web can put the traditional news channels in the shade when it comes to speed of reporting.
Even 24 hour rolling news couldn't keep up with the pace as within minutes of the plane hitting the water, people were posting the information on Twitter and it was picked up all over the world. I saw the first pictures of the crash within ten minutes of the crash and when the hourly news appeared on the TV, the best they could do was "we are hearing reports of an accident, more later..."
Indeed, even the news channels admitted they got the most accurate and speedy news from Twitter and Facebook which was praise indeed for these networks that have only been around for a few years. In relative terms, social networking is the new kid on the block, and he's giving the old timers a serious beating.
Embrace it, don't resist
There's a tendency for business owners to see things like this as a 'fad' or 'not for us' and dismiss them out of hand. When news items like those above hit the headlines then they admit that "yes, I can see how it works there", but when it comes to adapting new ideas to their own business simply don't get it. This is because new ideas need new thinking.
If your business doesn't see the benefit then I'm afraid you're missing out. Other businesses are looking to the future and can see how new media, new ideas and social media are helping others and therefore building businesses. Indeed, some companies build their business on social media. It's almost as if the business comes later.
The path to getting over these hurdles though is to take part. Social media is a big subject and it's not something that can simply be dipped into every now and then. A social media policy for your business needs to be comprehensive, embraced by the whole company and above all - carried out.