Because Everyone Else Is Doing It

Author:

Lynn Yoffee

Source:

I was emailing with the president of a biotech company recently ‑ a firm with a robust pipeline and an impressive list of heavyweight big pharma partners. I told him I was about to send out a tweet and asked for his handle or that of his company’s in order to include him in the communication. He responded:

“You are talking to troglodytes. No, actually, lower life forms than that. Primordial soup creatures or less, when it comes to social networking! Perhaps this will induce us to take a course at our local community college at night to come up to par . . . In short: we do not have a whatchamacallit Twitter handle . . .”

Those who are immersed in the social media space...