Just because you can, doesn’t mean you should.

Podcasting, flash intros, digg buttons, viral videos, social bookmarking, etc. There’s a deceiving value in technology buzzwords and trendy tactics. You can see the results all over. Decision makers and marketers saying, “You can do that!? Well then, put that on my site!”

Flash intros have been abused to a point they’re a bad word in the interactive world. A large percentage of flash intros are awful. But if the objective is to set a mood; a flash intro could be the perfect solution. Except, wait, “flash intro” is a bad word. Flash intro fallout - the consequence of the fact that people could, and did.

Trends, tactics, and web 2.0 buzzwords have their place in marketing and advertising. But, just because you can, doesn’t mean you should. A few examples:

(1) A digg button.

“Digg is a place for people to discover and share content from anywhere on the web. From the biggest online destinations to the most obscure blog, Digg surfaces the best stuff as voted on by our users. You won’t find editors at Digg — we’re here to provide a place where people can collectively determine the value of content and we’re changing the way people consume information online.”

What a great tool to help promote your product or service! The digg community is built around the tech savy. A place where BS and marketing are called out and laid to rest. So, you better have something seriously unique and fresh to have any reason for putting a digg button on your Web Site.

(2) Podcasting.
You’re going to need some extra time on your hands and some excellent value to provide your listeners. and an audience with similar amounts of extra time. This vehicle is still only appropriate for a select group. So, do your segment research before publishing a garage band podcast. An alternative solution; piggyback on a successful podcast as a sponsor or guest.

(3) Viral anything.
Creative marketers have hit home runs virally - using small budgets to land millions of impressions. But, a handy cam and a youtube account doesn’t mean your company should create a viral video. User generated content sites can see right through attempts to be cool and edgy. Viral success usually happens in 2 ways (a) entertainment value or (b) authenticity. And even then the viral execution might not have the desired impact on your brand or marketing goals. Also, look at having value for the sender, the receiver, and/or the web for that “send to a friend” button to actually be used.

(4) Social bookmarking buttons
Over half the requests to access del.cio.us are from RSS feeds. This should be a very good indication that this tactic is for a techically advanced audience. You may have to ask yourself is this content something a nerd will bookmark? Additionally, people who have del.cio.us accounts probably have the button built right in!

Because we can, we should always ask ourselves “Why?”. Thats probably the best way to thwart technology buzzward tactic abuse. Ask whomever is responsible for the interactive strategy, “Why are we doing this?” Ask for your sake, your client’s, and the benefit of the web in general. Do your research - because trendy tactics have their place. They just need to be used responsibly and executed appropriately.