Late last week, Lee, Jolina and I attended the event, Dual Reality: Who Controls Social Media in the Enterprise, sponsored by the Minnesota Interactive Marketing Association (MIMA). As we sat in the front row, eagerly awaiting the discussion panel to emerge, we reviewed the roster of panelists, including Interactive Directors (titles varying from one company to the next) from Fortune 500 Companies such as Target, Best Buy, General Mills, and Fingerhut. The question in everyone’s mind was: How are corporations really leveraging social media to reach customers online?
The answer is that most companies, large and small are still figuring out where social media as a communication and engagement platform fits. It’s a process of try, test and try again. Organizationally, adopting social media has it’s challenges as Jeremiah Owyang describes in his post Tire, Tower and Wheel.