Overcoming Obstacles To Sm 1

Shannon Paul discusses overcoming obstacles to social media integration. Four major challenges are identified: preparing corporate culture for adoption, making social media campaigns work, measuring social media, and determining if social media matters. Changing to a culture of collaboration, openness and dialogue from one of domination and control is key. Companies are moving from command and control models to collaboration and teamwork. Being customer-centric by delighting customers, being a resource to them, and really listening to feedback can help with social media integration. Social networks, sponsorship, and making content social-friendly and shareable are also discussed.