The Social Media Strategist: Build a Successful Program from the Inside Out

CHAPTER 10WORKING WITH BLOGGERS

In the endearing 1990 film Kindergarten Cop, Arnold Schwarzenegger plays Detective John Kimble, a man working undercover as a kindergarten teacher in order to catch a criminal. At first, Kimble grossly underestimates the nature of his job and the challenges presented by his new audience. “They’re six-year-olds,” he tells his partner. “How much trouble can they be?” But after a disastrous first day of class in which the kindergarteners’ out-of-control behavior runs him ragged, he changes his tune. “They’re horrible,” Kimble mumbles after collapsing in exhaustion on the bed in his hotel room. “They’re like little terrorists!”

There’s a parallel between Schwarzenegger’s character and most big organizations when it ...