But I haven’t touched it yet.

Recently I was tapped by two separate organizations to begin revamping their social media efforts but months later I haven’t even begun the process. One is missing the point on brand, the other missing the mark on communication.

Social media is pointless if you either don’t have anything to say or don’t know what you are trying to say.

As I slowly peeled back the layers I instantly found in both circumstances gaping wounds that had been constantly bandaged by a new logo here or a kludge system hack there. If your company has issues with e-mail communication carefully consider whether or not you’d like to send out 140 character messages to the rest of the internet. If your company is missing any sort of mission statement or coherent message desired to put forward do you truly think that you’ll be able to communicate who you are to strangers in 140 characters or less?