Social Media Hot Tub

It was 1998. And Furby was going to save Christmas.

Early that year, the Dow soared to 9000 for the first time. But by June, an economic crisis that had ravaged world markets seemed to have the U.S. in its sights. We needed an antidote to the so-called “Asian flu” – or at least a distraction.

Just in time for the uncertain holiday season came Furby – a talking animatronic hair-ball that seemed a cross between an owl and a dust bunny. As often happens during difficult times, hysteria overtook reason. The Furby was slated to become the Cabbage Patch Kid of the 90s. That could mean only one thing: scalping.

Fuzzy logic

Demand outstripped supply in a few short days. I got mine early and posted an ad in the paper. Some enterprising folks sold theirs for hundreds of dollars. I sat with mine on my lap at the mall. A security guard approached me and asked, “Are you soliciting that Furby?” I was embarrassed and left. One woman responded to the ad and saw me for what I was: a charlatan. I didn’t make the $80 I wanted, I was out $35, and I was done with the black market trade of kitschy children’s fads.

So now, I don’t have to tell you the economic shape we’re in. And are people still looking for their Furby? Of course. And now, again, the bandwagon is electronic.

Social media is the go-to for business people who find themselves separated from their income. It is a marketing enhancement for small businesses who need a way to get the word out inexpensively. That’s fine. That’s good. If someone can make money from the relationships they form and foster online, then terrific.

The problem is the charlatans. You already know my take on spammers. You already know I hate the term “guru.”

Forget me not

With early adoption of anything, there are those who think they are suddenly qualified to teach. Someone I had met several times, and with whom I had shared some in-depth social interaction, tweeted me last week saying, “I can’t believe we haven’t met yet! I’m having a social media workshop this week.” This is someone I had paid money to for services in the past, much to my dismay now.

Part of the hard part – and a very, very essential part – of social media is to at least remember people you have interacted with several times. If you can’t keep that straight, you have no business – none – portraying yourself as an expert. And if you think you haven’t met someone, don’t say “hi” and “buy” in the same sentence.

I love social media. I’ve had some rewarding experiences with people offline that I’ve met online. Yes, I’ve made money. And I’ve helped make money for charity.

Outfits like the Social Media Club and Mashable and people like Chris Brogan are doing a remarkable job of helping define proper use and possibilities of the new media.

We need people who will stand up to its abuse. Are you LinkedIn? Probably. I bet you don’t have a Furby. But if you do, maybe we should talk…