Tom Webster, in his post, “What’s Wrong With Social Media Strategy”
He continues here, in what I think takes some courage to say:
I don’t think anyone “gets it” (myself included) because we don’t know where this is going. Telling a marketing department to be “helpful and human” on the social web is a tactical message. Reengineering the company so that its employees can actually be helpful and human may require an enormous overhaul of the very theory of the firm.
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Telling an internal social media marketing specialist to “be human” might come from the marketing department, but only a company that has been engineered from the ground up to support a culture of human business has the ability to empower that employee to actually be human.
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