NETWORKCRAZED

In Communications everybody talks about social networks. There are no longer consumers, but prosumers, active and demanding subjects for whom unilateral information is no longer enough. Community managers, SEO y SEM experts, Content Curators, monitoring tools. These terms are thrown around like there was no tomorrow in the professional fora.

Yes we know, we have to be there in the hyperactive social network world but, who pays for it? Some clients suggest we should do it for them but most don't seem to be aware about the work behind this 24/7 space. It's not easy if you apply a proper strategy and want to offer contents and answers that are coherent to it.

Of course the digital World offers enormous possibilities. You can reach amazing global audiences practically with no upstart investment. But its activities are much more labour intensive. Funny isn't it? Precisely now when unemployment is rampant in many countries.

Organisations are quite happy. Now they can do more for less. But who pays all that work? The image of the youngster hooked 24 hours a day to his smart phone and works for free because he loves it has done a lot of harm. It has contributed to create the expectation that delving into social networks is so much fun it's free or almost.

It's obvious we should be there if we don't forget that work and grey matter should be paid for. We tell organisations that they should appreciate the fantastic savings they get with these opportunities that allow them to communicate with society but that they should also accept that now their investment should be placed paying those teams that manage their dialogue while provide valuable information on their publics never seen before.