How to Succeed in Social Media

I’m taking this precious space to make this point because I think it falls under the forgotten fundamentals category that’s the focus of this column. It’s all too easy to fall in love with all the sexy social-media tools out there and forget why people are attracted to social media in the first place. If you don’t stay grounded in the basic human needs that fuel the success of those shiny tools, you will be — in the words of Nicole Engelbert, lead analyst of vertical markets technology at Datamonitor — a fool with a tool.