Online, my networks consist of people who are on my level. Then I go out into the real, 3D world and encounter people who usually have no idea what the hell I’m talking about. It’s frustrating but by tuning into my audience and listening, I am able to better construct my next seminar. I always have my feelers out when I talk to people face-to-face so that I can get a better overall picture of the level that those around me are on. Personally, I don’t do very much online listening of what my audience knows about social media, because as I’ve found — most of them aren’t very engaged yet. For example, a little less than half of my last audience was on Facebook, but most of their questions indicated that they were clueless on how to use it. Listening online is important, but before we (as educators) tell others to listen online for what’s being said about their company, we need to assess how comfortable they online in general, and take one thing at a time.

And, by “story,” I mean right message for the right person, delivered the right way. Highest ROI. Throwing stuff to see if it sticks, is throwing money away, and that isn’t going work in this economy for anyone.

Everyone got excited about social media over the last few years, and now that the excitement is dying off, they are starting to become just another tool for reaching people.