Have had a series of frank discussions with quite a few large organisations about social media and here are some of the challenges they are facing:
Feeback is a big issue: no one likes to get negative feedback and this prevents some people moving forward
Blogging policies - how do you coordinate them globally?
Facebook groups- is it fine for employees to go off and set up Facebook groups and how do you leverage those?
Refreshing relationships - this is where the media can benefit most. Social media presents excellent opportunities for newspapers and magazines to refresh their relationships with readers by making new connections.
Issues - social media seems well suited to issues. Companies can use the technologies to generate debates and lead thinking
Culture - the technology is no longer really an issue. It is the culture. It is getting people to move forward, experiment and develop strategies. It can be scary especially if you are used to broadcasting messages the prospect of encouraging customers to participate in your business can be daunting. Starbucks has just started to do this and it will be interesting to see how it affects them going forward.
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