In a few recent conversations, online and real time, the topic of why companies are hesitant to engage in social media has come up.  I’ve decided to share some of my thoughts I have already shared elsewhere alongside new ideas, so that you might have a chance to join the conversation.

First, I think we can sometimes lose sight of a simple fact – companies are nothing but a bunch of people.  They are not a faceless collective or monolithic entities (although some seem to act like they are).  Rather, they are made up of individuals working together to produce a service or product.  By their very nature, companies are social entities with the same social needs as everyone else.  It’s just that this “tribe” has a logo, company letterhead, and a really tricked out tree fort.

Second, not everyone understands what social media is and why it’s important to them (i.e. how to use it to build stronger connections with potential clients, current clients, team members, and the greater community.)  If you haven’t already, take a moment to watch this excellent three minute or so illustration of social media by Common Craft.  Not only will you be craving ice cream, you’ll have a better understanding of the world after you watch it.

Third, social media pulls back the curtain and exposes the organization’s true nature.  Every company lies somewhere on the functional vs. dysfunctional continuum.  While clarity guides transformational growth, it isn’t always comfortable to find out you’re on the undesirable end of the continuum. 

Fourth, most people have a misunderstanding of how to engage in social media.  Take corporate blogging for instance.  It’s not posting lengthy white papers, stilted memorandums, and corporate speak.  Instead, it needs to be more akin to engaging coffee house/cocktail party conversation.  The savvy corporations tap people who are great minglers and conversationalists, who can host a great conversation as well as partake in the other conversations out there (i.e. visiting and posting on other blogs).

The shift toward social media and more conversational interaction is breaking down barriers between the individual and the monolithic corporation.  This fundamental shift is forcing greater authenticity and showing corporations for what they are – a group of people working together.  

Let your people shine!  Without them, you can’t produce your products and services.  I’m fortunate to be with a company that understands and embraces this philosophy.  Check out our main page to see why we’re a talent recruiters dream. 

Why do you think more organizations aren’t using social media more often?