Dave Calder is the VP of Strategic Development for the Vancouver Aquarium. We consider him to be a leader on the social media scene. Dave has applied his background in broadcasting, storytelling and marketing to create a huge, global brand presence for the aquarium.

We asked Dave what advice he would give to companies that are questioning whether social media makes sense for their business.

Here’s how he responded: “First, I’d tell them that conversations about their company are happening all around them in the digital spaces, whether they chose to participate or not. Second, I’d say that they should worry less about the new jargon and technology and various latest hippest sites, and focus on developing a strong communications plan that embraces storytelling above all else. Once you do that you find the inclusion of social marketing elements easier to consider, simpler to prioritize and much more effective for your particular business.

Finally, I’d say I’m old enough to remember the boss who told me that all the time I was spending working on a computer (in 1985) was wasted because the machine did nothing of value. Then I remember being told that spending time with Datapac and forums and newsgroups was useless because not enough people had access to these tools. Later I was told that I was crazy to suggest email would be a form of communication people might embrace versus conventional mail … you get the idea … for me all social marketing represents is another array of extremely compelling and functional communications tools that when used properly allow your organization to connect to people in ways never before possible.”

Wise words. Thanks for your perspective, Dave.