Social media is about people – people engaging with each other. So simple, and yet this basic concept has, I believe, been the major stumbling block for companies trying to embrace social media.
Lots of people like using social media. They like the social interaction, the sharing and collaborating. But companies aren’t people and, I believe, are inherently at a disadvantage when using this technology.
So many companies use social media so very poorly. Read William Azaroff's complete blog post.