Why corporates are still “scared” to invest in social media
As far as social media integration on the enterprise level goes, these are early days. Scratch that. These are “scary”, early days for corporate executives, says digital pioneer Jeff Dachis, the founder in the 1990s of Razorfish, and now, the Dachis Group. Companies are still in the trial-and-error mode in terms of using the latest social media innovations and technologies to engage with customers and employees. Why the hesitancy?
Because social media integration involves more than getting sign-off from the marketing department. It involves top-to-bottom corporate cultural change and a profound shift in business processes and, yes, the organizational structure. Dachis and Dell’s Adam Brown spoke with us on the sidelines of Social Media Influence 2010 about what to expect from the business leaders of tomorrow about how they will tackle social media integration. Hint: it may involve a whole new generation of corporate leaders.
To view all the SMI video panels and keynotes, and for downloadable versions of the presentations check out our Social Media Influence 2010 page.
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SMI writes:: Why corporates are still “scared” to invest in social media http://bit.ly/agbKYB
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I guess I’m still left wondering why social media is so scary. Is it about Marketing relinquishing control of the message? Is it that people are having conversations about products and brands (which they’ve done anyway forever, and when word of mouth was the big push of information).
Rather than identifying this as “scary” I would hope that it’s seen as exciting, challenging, and immensely rewarding to both consumers (being heard) and companies (actively listening).
Why corporates are still “scared” to invest in social media http://ow.ly/1qNeq9
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Well put, Kristel. I thought Jeff Dachis put it nicely, too. The corporate inertia is more about cultural change than tech avoidance.
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