Corporate Social Media

If you do a Google search on Corporate Social Media you are returned with articles that would guide corporations away from SM. The main point of most articles is Corporations cannot move into the online social media world and that it is waste of money. So as we move into the next decade is social media ready for Corporations? Are Corporations ready for Social Media?

What is a corporation?
I have worked for, around and with corporation throughout my career. These forays have been a good cross section of what is out there. Living in Houston we have a good amount of Corporations to choose from. We are famous in a not so good way for Enron where I worked for 5 years. I was there 2 years after the big collapse with people on the news exiting the building. I have also worked for or with Continental Airlines, Exxon, Chevron, Deloitte Touche. Each of these corporations are made up of people. There is one or several folks at the top making the call on direction and then everyone falls into line and tries to get there. Corporations exist as a separate entity, but like my corporation nothing happened for many years till I hired people. So people are really what make up a corporation.

Community
Twitter and Facebook are the current online communities with Google Wave maybe becoming something in the future. When trying to explain to older folks what these are, I suggested they are entertainment where everyone has a voice. Instead of coming home and watching Archie Bunker unfold his life before you on TV people tune into the internet to see what is happening. Dating, Jobs, Public and Personal calamity can all be found. Right now on Twitter the Haiti Earthquake is top with the NBC night talk show taking up the rest of the spots.


Everyone wants to be a part of a community and everyone wants to be heard, it's right above food, shelter, clothing. From behind your keyboard you are no longer an introvert. If you can type you are an extrovert, the faster you type and respond to current events the more extroverted you are. In Social Media the people that work for Corporations can now be heard, both good and bad. People need community.

Social Media
Developing a community requires the ability to let people be heard and feel like they are being listened to. For Corporate Social Media to succeed this must be the main goal. If people are not allowed to speak then they will find another community whey they are allowed to be heard.

Internal vs. External
Social Media can be used for both internal and external communities. Internal community development uses are communication, collaboration and making people feel part of the team. External is for marketplace brand awareness/promotion/placement.

If the writers of an article suggest that corporations spending money on social media is a waste of money it usually looks at the aspect and that of brand promotion.. Building communities within or about a corporation are other uses of Social Media that can reap benefits.
What do y'all think?