If everyone else is doing it, that doesn’t mean you have to as well.
Once you’ve noticed it’s a craze, you’re probably too late for the party.
By its very nature, novelty is unsustainable.
It works well in the short term because shiny, new things are intriguing.
But all too soon, the craze will pass; the shine will fade, and the crowd will move on.
That’s fine if all all you’re looking for is a brief flurry of attention.
But if you’re looking for lasting results, meaningful benefits will win every time.
Be very clear about the value you’re providing with that iPhone app, social networking widget, twitter account, etc… doing something just because it’s shiny rarely delivers a worthy return on investment.
A subtler approach – with less pop, but more sizzle – will likely get you much closer to where you want to be.