Social Networking Shelf Life?

I've been thinking lately about the limits of social networking. Don't get me wrong. I don't have a "this too shall pass" attitude. As a marketing professional, I can't afford to. No, I find genuine joy in reconnecting online with family and with old friends. And, yes, I oddly enjoy reading tweets like the ones last week from a friend enroute to Wales. I felt like I got to be with her when she sent a tweet or two from airports and trains! My 70-something mother has just discovered email. She fills my inbox with all the stuff my other 70-something relatives are passing around. It makes me crazy, but it does connect me with her daily now, and that's important to me.

However, I do suspect we are in a mountain-top phase with social networking. I don't think it's going to plummet, but I do wonder if we are in danger of neglecting critical detail by relying too much on social networks: People!

I recently drafted a few recommendations for the communications team at my church. They have wonderful vision, filled with genuine passion and focused on worthy causes. How can they communicate it? Can they use Facebook? Sure! How about their website? Of course! And what about e-newsletters and Twitter? Absolutely. These tools are big buzz creators! But the first and most important "tool" is people. If the people of the church are not really on board, no amount of digital communications will mask that reality.

When I was a teacher, it was so obvious which of my colleagues cared about the kids and which were just hanging on 'til retirement. It was clear to the kids too. They aren't stupid. They can smell an unengaged, uncaring teacher a mile away. Customers are much the same. So are church visitors. So are community members.

If people don't sense your interest in their welfare, your twittering is irritating. In fact, if you love social networking gizmos, you may be in danger of relying too heavily upon technology. Technology supports people. It never replaces them. Get that caring bit down. Then Twitter away. We all love to hear from a friend.