When Is Social Networking Useless?

Seth Godin spoke before the American Express OPEN conference and explained when social networking is useless.

It boiled down to basically, it’s useless when it’s fake.  Just like in the real world, networking is only worthwhile when real substantial relationships are being cultivated.

Now, I’d add one grain of salt.  That is that for some applications of social networking, you are looking for volume and you can get away with have “less real” relationships by making up for normal symbiosis with other items of value (contests, discounts, etc).

Watch the two minute video after the jump.

Adam D'Luzansky Adam leads the development of online and social media strategies for WHWG. He helps clients understand the implications and opportunities of online and social media for their business. His focus is making online advocacy and strategy work for client brands, ideas, and products.

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