There’s a very real obstacle to successful social media engagement, and that’s the fact that “most companies and agencies were not built for dialogue,” according to Matt Dickman of Fleishman Hillard. It’s not just a problem of scale.
Most businesses lack the cultures for open-minded listening and responding, and cultures tend to take a long time to change. How often have you observed a panic-stricken or repressive response inside your company to negative criticism or consumer feedback in the blogosphere?
Most companies also lack people-based scale to handle higher levels of engagement with customers, partners and others via social media.
Check out the fascinating presentation by Matt Dickman, SVP Digital Marketing, Fleishman Hillard: