Tools and Solutions Are Two Different Things

"Social media innovation will no longer be limited by technology. We will see a move to leverage existing assets, turning information to wisdom and insight to action."- ReadWriteWeb on trends for 2010.

Technology is cool. It has created numerous new possibilities for us. However, let's keep in mind that these innovations are just tools. Tools are good. But skill is even better.

In the area of social media, many professionals are enchanted by fancy technology. Before they even have an audience, they are wondering how they can track and measure conversations around their brand. Before they have a real bona fide community around their brand, they are looking at what implementations would really pimp their social network.

Losing sight of the big picture is not the best scenario. I've seen many instances where clients spend a fortune on the technological side of their marketing and have no budget left for a solid marketing campaign. A few months down the line, they are crying and upset that their plans are not going in the direction they intended.

Tools and solutions are two different things. Besides social media, I also love music and art. Being able to play or compose riveting music and art pieces requires passion, skill and talent. Anyone can buy a piano or violin. Anyone can buy a paintbrush and a paint set. But its skill and the desire to produce quality performance that drive these tools and instruments. 

Going back to the world of social media, it's important to think about how technology can be used to help deliver quality messaging about quality offerings. If you really think about it, social media itself is really just a tool to help brands reach their audience. It cannot replace the need to evolve your offerings and create effective messaging. If you are not excited about your brand and how it's different from everyone else selling the same product or service, then no one else will be either.

A while ago, I wrote a post titled after the book, In Search of the Obvious. The list of quotes are a great place to start thinking beyond the scope of just  having technology and actually turn insight into action.