Becoming a Social Organization
A consumer goods company sees the hype and buzz of social media and feels compelled to get involved. So it jumps in and redirects millions of its traditional advertising dollars to a social media effort in hopes of selling more product. A large community forms and basically interacts as the company intended. Yet the company doesn’t sell more product. The promotion over, it lets the community dissipate.
Meanwhile, the company knows its distributors are using social media because it hears of successes here and failures there, but it’s uncomfortable because it really doesn’t know what’s going on. So it puts in place ...
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