Internal/External buy-in to social media is tougher than you think

Interesting how the intersection of what I’m thinking coincides with what others are too. Take for example the Forrester “social maturity” survey which wants to know which companies are ahead of the curve in implementing social technologies for both external use (i.e., for customers/consumers) and/or internal use (i.e., for employees/partners)?

I had been thinking pretty hard lately that the more that I talk to various companies of various sizes one thing is becoming quite clear. My passion and understanding of the power of social is not theirs. They may want to be part of the conversation but it’s not the same as mine, or the same for other similar organizations or competitors.

It’s all over the board.

Part of the reality is that companies want to be like their competition, or may just want to tap into the stream, but they want to do it on a 9-5 basis say maybe 3 times a week. The rub is, they want to enjoy all that socialness has to offer externally but are not as committed as they need to be internally. Which begs the question.

What level of buy-in and to what extent of buy-in internally do you need with social media in order to be successful externally?

Forrester is dead on in where they are going with this. It is clear that many companies have made some major strides in planning and organizing for the use of social technologies. But one of the primary questions we know they are asking is “where does my company stack up  compared to my peers and competitors in the use of social media-both externally and internally?” It’s natural to want to know how you stack up.

Is it a chicken vs. egg thing? Internal or external? Can you do one without the other? Are you doing one and not the other? Are you doing anything? Or do you still think it’s a fad? Take the Forrester Survey

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