Great post, albeit, with one absolutely critical point missing – the need to change company culture from within. Everybody in the organization should have a genuine stake, and be given a real chance to contribute (and not just in their own functional area). It has to be practiced, and propagated by the internal SM experts, but more importantly, nurtured by the C-suite.

Enterprise2.0, Web2.0 monitoring & analytics, sCRM etc. will be successful only when the culture becomes inclusive, and participatory (like Zappos), to take advantage of empowered diversity (both within, and outside). HR will have a crucial role to play – not only in recruiting new talent, but also in managing the internal dynamic.

The question of scalability still persists – you cannot change culture overnight, so what do you in the interim? How do companies craft a non-intrusive social media policy that rewards employees for being themselves, and furthering company goals and objectives?

Would love to hear your thoughts.

Cheers,
Prince

I have been following your tweets for quite sometime.I teach public relations in India in the University of Mumbai.Your tweets are quite helpful in understanding the science of social media communication and how its being used in your side of the world.Here in India many are still using it like facebook.I guess the usage will evolve with time.Do keep tweeting.

Meenakshi Upadhyay