“They don’t get it” is a myth (usually)

I’m bored of hearing how people “don’t get it.” Supposedly, people do not do data mining, advanced analytics, mad large-scale content programmes or community management across every imaginable channel (or whatever) because they’re too thick to see the value.

Sure, some people are obtuse. But most aren’t.

Perhaps they work in a highly scrutinised sector and have weighed up benefits and risks, and decided that for the moment, it’s not worth the risk.

Perhaps they’re doing just fine and have other priorities for the time being: they’re still making money (if they’re a business) or otherwise succeeding (a politician winning elections, a fundraiser raising funds, an activist winning over public opinion).

Perhaps budgets are tight and they find they get more bang for their limited buck doing other things. They might not just assume this, they might know it for a fact.

Perhaps siloes and cultures are so entrenched, that doing anything beyond traditional is utterly impossible, and what is required is cultural change, not new communications activities.

Perhaps the people trying to peddle the fancy stuff are doing it badly: are they making it seem smart, strategic, achievable, scalable and can they prove ROI?


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