Social Networking...Not So Easy

It surprises me that companies would still be adverse to using social networking as a means of connecting with the public. I understand that Chris Brogan's post about a company completely rejecting social networking is more than a year old, but based on how management was described, I can't imagine much has changed. It seems like common sense that companies would use blogs, Twitter and other tools to communicate with current and prospective customers. And that those not using these tools would start doing so immediately.

However, it's not that easy. Paul Boag's 10 harsh truths associated with corporate blogging demonstrate how easily an organization's attempt at blogging can fail (I think these probably apply to the whole concept of social networking as well). It takes thought, even research, for a company to properly utilize social networking. For example, if the company Brogan wrote about was to suddenly start blogging (let's say, without the help of "Bob"), it would likely result in an epic fail. And I think this holds true for many people and companies.

I have a friend who works at a non-profit organization that is less than technologically-savvy and sort of reminds me of "Bob's" company. There are members of the organization's leadership that still reject the concept of email. Seriously. Yet, they recently decided it was important to put the organization on Facebook and Twitter as a means of attracting new, younger members. The non-profit thinks its mere presence on these social networking sites will cause a buzz--a direct violation of Broag's first truth.

I forwarded Broag's blog to my friend, hoping he can use it to convince the powers-that-be to make the most of their social networking experience. It would be a shame for them to have taken such a leap from traditional practices, only to be met with disappointment. Hopefully he won't receive the same response as "Bob" did.

(picture from CUarts Blog)