The Enterprise Conundrum-Adapt, Adopt or Do Nothing?

Recently I had the pleasure to do 2 things that I enjoyed tremendously: One, I got to participate in a podcast with Geoff Livingston and Toby Bloomberg on Social Media and the Enterprise and Two, I got to speak to a bunch of relative neophytes with regards to Social Media. What struck me about this group, was how little they knew and how little really had an impact on their day to day jobs. Social media either did not figure into their day to day activities or was restricted so much-what was the point?

What struck me about Toby and Geoff? Just how smart they are and how they both see the big picture of social here. Now back to the other group.

For them, social media activities consisted of basically going on to Facebook and either doing a status update or reading others. Social media from a channel usage standpoint within their organizations had nothing really to do with marketing activities, recruiting and vetting of candidates in HR, addressing the needs of customers or monitoring the activities of competitors.

Social Media within the walls of their companies was viewed as something “we know about” but we don’t know enough about to figure out how it can positively affect our company, let alone how it can be used in a positive way on an individual basis to move the dial for our company.”

This dove tailed nicely into my podcast with Toby and Geoff.

Where does the Enterprise start?

Does your organization adapt by just becoming social? Or does the enterprise merely adopt certain social media practices into certain elements or departments within the company?

Am I splitting hairs here? Is this just semantics? Or are adaption and adoption just so large and time consuming that it’s just easier to say-“No social media in the organization, do your Facebooking at home!” Is there a win for stakeholders who do not necessarily move the needle?

Is that flawed myopic thinking on the part of the enterprise? Or reality?

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