Case study porn

A while back I tweeted "Stop reading case study porn and get on with it"

OK, maybe I am bit unfair with my dismissal of case studies but when I am asked if I know of companies who are doing really well with social tools I say "Less than you might expect, those who you know of were less successful than they claim, and why not become the one that really makes it work?"

Even all those years ago when we were getting started at the BBC there was a pressure to justify what we were doing with examples from other organisations. I resisted this pressure as best I could because I knew that just because something had worked for someone else was no guarantee that it would work for us. "Best practice" is a dodgy idea that is increasingly discredited. And if I thought that waving case studies at nay sayers was going to get me very far I might as well have given up. It is so easy to get stuck in analysis paralysis.

The degree of change that getting social to work in your organisation takes calls for huge amounts of commitment. It will take perseverance and dogged determination. Yes you need to "manage up" but don't let that soak up time and energy.

I am tempted to have a form for potential clients to complete that says "Do you care? Do you really care? Do you really, really care?" Because if they can't answer yes they might as well give up now.