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Definitely agree with you on this Britt. What I’ve been observing in the discussions around emerging media that I’ve been participating in where I’ve been working is top management’s desire to utilize these things without any discussion about what the end goals and objectives are by their utilization. Without that in place, whats the real point? YouTube, Facebook, wikis, Twitter, etc., etc. — they’re just tools and channels. And while yes, I think they are pretty cool tools, but without that underlying message, strategy, and goals…it’s all just more noise.
J.J., I believe the increased noise makes it difficult to appreciate the value of what these news channels have to offer. Because companies/individuals aren’t taking the time to form a viable strategy, it just comes across as static that people don’t pay attention to or believe is any different from what they’ve already seen.