Does your CEO know what a blog or a wiki is? Does he or she care? Should they? Last week, Robin Fray Carey asked the Social Media Collective "Does social media need a Frank Luntz to take our words and translate them to the middle American middle person?" The answer, obviously, is no.
Big companies are slowly starting to adopt Enterprise 2.0 technology. But, selling technology isn't the answer. And selling technology misses the point.
It is my belief that if you are trying to help people, you need to tell them what problems you are going to solve, and not necessarily how you are going to solve the problems. Too much of social media / Web X.0 is a discussion about technology - not enough is about basic human needs and business problems.
We all want to express ourselves, be listened too, respected for our ideas and receive rewards and recognition for our effort. Humans are social creates. We want to have friends. We need social contact. Faced with the mechanistic processes of production, confronted with the rigid order of creating goods and services, we naturally layer on top a blanket of social interactions to warm our days. Water cooler gossip, lunch with co-workers, meetings for the sake of recognition.
To get work done, we need help organizing and simplifying complexity. To compete in today's global economy, we need help archiving the goal of constant innovation and constant improvement. To work well, we try to reuse. We need help avoiding the temptation to constantly reinvent the wheel.
The end results, the kinds of communication, the entertainment and personal fulfillment, the recognition and the efficiency: these are the things that drive the adoption of Social Media / Web 2.0, not technology.
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