It's A Cultural Thing (You Wouldn't Understand)

"What are we doing on Twitter ?" "What are we doing on Facebook ?" "What are we doing on YouTube ?" You've heard these questions a million times in a million different meetings.

For the past long while, I have raged against those questions. To me asking "what?" is simply tactical. It's usually only asked because a competitor is doing something similar or because someone in the c-suite got handed a newspaper article that defined one of the Social Media platforms as the newest media darling and...