There seems to be a lot of talk about ‘selling’ your organization on social media. I’ve probaby written a post or two about it myself. But a thought struck me earlier: Are we putting the cart before the horse if we have to work that hard to sell social media tools to our higher-ups?
Social media only works when there is buy-in at all levels. The tools work well for organizations that are comfortable being transparent and conversational. Those that aren’t tend to fail when / if they try to integrate social tools. They’re the ones with blogs that don’t allow comments and twitter feeds populated entirely with links and not an @ to be seen.
Advocates (like me) seem to spend a lot of time wondering how we can sell the merits of social media in our organizations. Wouldn’t the time be better spent trying to help build a culture that would eventually support such tools naturally?
It seems like I’m splitting hairs but I think they’re important hairs to be split. The tools shouldn’t be leading the strategies. The strategies must define the tools. If your business or association isn’t prepared to be conversational or open, stop trying to get them on Twitter.