It’s human nature to want things, it really is.  I understand the desire to always have the latest and greatest ‘it’ as well as anyone.  However, while thinking about that concept in terms of communications, it’s an urge that professional communications pros need to restrain when it comes to identifying the right strategy for an organization.  We can’t allow ourselves to want for anything and everything like the wonderful Veruca Salt character, “Hey, Daddy, *I* want an Oompa Loompa! I want you to get me an Oompa Loompa right away!”

The Veruca parallel actually started in my mind when I was having a discussion focusing around social media (SM) and the opportunities that can be gained by playing an active roles in the SM space.  Now, let me be crystal clear here, I thoroughly enjoy and believe in the power of social media.  I’m not a huge naysayer that believes Twitter is a bunch of people posting where they went to lunch but I am saying that not everyone has to have a major Facebook or Twitter presence. 

The first step any organization should take is looking clearly and honestly at their overall goals.  At that point,  the organization and their agency/consultant/staff should look at how to create the optimal mix of social media, sales, marketing, advertising and PR come together to make a real difference to the organization.  In many cases, SM makes a great deal of sense especially for companies that have a strong consumer element.  If you’re customers and audience are there, then it’s a no-brainer that you should be too.  If you’re customers aren’t there…well, I’d figure out where they are.

As communications pros, we can’t just chase the latest shiny object we see.  If we are to provide good counsel and leadership, you have to remain focused first and foremost on the ultimate goals of any organization and that may include saying no to a Veruca Salt in your own group.  It’s hard sometimes (who wouldn’t want an Oompa Loompa of their very own) but it’s ultimately that smart, strategic counsel that will pay off for you and your organization or clients.