A number of years ago, when at Yahoo! running their Streaming Media department, I had the pleasure to work with Jerry Shereshewsky on the development of The Giants of Advertising portal – interviews with key figures in the industry.
What follows is an excerpt from an interview I DP’d with Tom Messner, formally of Messner Vetere McNamee Schmetterer Euro/RSCG. Tom’s comments about the need to remain nimble and adaptive with respect to changes in technology are as profound today as the examples he cites from the 1980′s.
“The sooner they can adopt a new technology that eases their work, that makes them more productive, they will get it!”
Companies that hesitate, or do not outline a coherent and supportive, (read: people) strategy risk being marginalized within their respective industries. The flip side however, is that jumping into to social media: LinkedIn, Twitter, Facebook, etc.. needs to be done in a very well understood strategy with respect to what platforms clients are using. Just because your competitors are jumping off the social media bridge does not mean you should jump off that bridge.
