However, the problem, as you have pointed out is the ‘value’ of using social media. First everyone needs to be aware that this is part of the companies comms strategy and secondly it is not a set of tick boxes which will double sales in 6months.

There also needs to be an understanding that social media is a tool just like a telephone and email, meaning everyone should have access to them, and that effective use of social media isn’t a phase for a fad. Long-term vision and commitment is required to truly benefit.

To achieve the above an internal cultural change may be required first.

The busy lives of CEOs, mean their ability to monitor and react immediately to conversation and discussions is limited. Therefore, we (social media professionals) should press CEOs to educate and empower as many staff as possible to operate for and on behalf of the company in social spaces at the base level: Facebook, blogs, youtube, flickr…

whilst middle management and corporate engagement/marketing teams should concentrate on middle ground social spaces like Twitter & blogs…

leaving CEOs and senior management to focus on listening tools like RSS Feeds and relevant linkedin groups and similar professional networks & conversations.

Good topic – Mark

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