Foreword: Chip Heath, author of Made to Stick and Switch
Everybody feels tremendous pressure today to master social media, but most people haven't quite figured out how to do so. Nonprofit directors are told they need a social media strategy for engaging volunteers. Journalists are encouraged to blog, tweet, and whirl. Marketers feel they're required to have a Facebook strategy. That's unfair to the poor marketers—heck, Facebook doesn't really have a Facebook strategy.
People who face serious problems have a long history of grasping for a technological fix. The 8-millimeter film was going to revitalize education ... then the IBM PC. The Internet was going to usher in an era of political transparency. And for sure, positively, the magazine industry ...
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