It's interesting that two or three years into the social media movement and publication of books like Naked Conversations, and six years after the publication of ClueTrain Manifesto, most companies still don't "get it." Sure, they give it lip service and they may even set up a blog. But they don't really understand this is a different medium, a different voice, a different way of doing things. What's supposed to be a conversation ends up being a bastardized form of traditional PR or marketing in so many cases.
Most of the people we talk to are communication managers at Fortune 1000 companies, and they're smart people. But smart people make mistakes. Here are five examples of misdirected thinking when it comes to social media, particularly blogs.
1) Confusing blogs with traditional articles: "We can't do blogs, not enough time to do them justice. No way I can write a blog every other day," said one. He, like many, assumes that writing a blog is like writing an article--lot of thought, lot of energy, reporting, researching, finessing, etc. They also see it as a traditional writing style, just another editorial in new clothes (vs a conversational style). It's like reconditioning, teaching people to write in short bursts rather than long winded sentences. Just watch the way the younger crowd text-messages. Make your point quick, then move on.
This leads to...