Is the time suck here to stay, or is it temporary?
Michael Moaz of the Garnter Group raised an interesting point in his recent blog post “Lost and Drowning in the Social Swamp.”
Are the business users of social media spending so much time using these tools, and trying to integrate them into their larger CRM platforms, that the actual benefits aren’t nearly as good as the social media evangelists might have us think? Or worse yet, are they doing some businesses more harm than good by pulling resources away from other proven initiatives?
I've gotta believe that much of the time invested into the use of social media today is a necessary cost of just learning how to use this stuff; that this "learning curve cost" will go away over the next few years, as businesses get better and more efficient at doing social media.
So, to Michael Moaz’ point, yes - the time we spend using social media may be sucking the daylights out of its potential return.
But, is this “time suck” just a temporary cost along the longer-term technology learning curve?
A cost that will eventually go away, as the customers and profits come rolling in?
Or is it a more serious issue that must be addressed, before it gets way out of hand?