Being social and using social media are two totally different things.
Many businesses view social media as a way to:
• raise awareness of their products and services – their offering – and hope that this will be enough to capture new customers/clients
• engage people with their organisation and hope to ‘push’ them further along the purchasing path
This is how many believe social media can help – but all it shows is a lack of understanding and that either they or their organisation aren’t socially minded, which will probably mean that it will come back and bite them on the bum!
It’s easier for organisations to see social media as nothing more than a new and powerful “communications channel“- to continue broadcasting the same message
However, because of that, it is much harder to create a organisational culture that is social than it is to use social media. Being ‘social’ should be an organiations’ intent, but what we’re mainly seeing is that the actual intent is just to use social media…
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