How to Succeed in Social Media

Put down your iPhone, close your Facebook profile and stop Twittering for just a second. I have something to say to you, head to head and heart to heart.

Technology is cool. It can be an incredibly effective way to promote your cause. But hard wires don’t necessarily create human bonds. Your social-media strategy can’t simply be a tool set — it needs to be a conduit to living beings. “Java” doesn’t inspire people unless you’re talking about the kind you get from Starbucks. Technology doesn’t compel people — people do.