Why Social Media Fails

Came across a great blog post here with a recap of a panel discussion with Peter Kim, Jeremiah Owyand and Charlene Li, three leading voices on social media at the Web 2.0 conference. Below is my comment on it

Excellent comments about some fundamental issues relevant to social media and its use, non-use or abuse by corporations. It is clear to me that we are in the midst of a process that is clearly evolving fast but is still in an early stage when it comes to complete awareness of the subject and its implications on business by the corporate world, especially C-level executives who are not on the leading edge here and are not following the topic on a constant basis as most of the subject matter experts do.

It seems that the whole question of who should deal with this latest “new thing” is still being kicked around between departments and within hierarchies that are more complex the larger the organization. The more it is discussed and dissected, the more it loses spontaneity required to make it a genuine, fresh voice and becomes just more corporate speak. If social media is approached as just another vehicle for PR speak, is it any wonder that the results and the ever present ROI are disappointing?

Social media and participation in social networks requires an open and fresh approach not a continuation of the marketing communications status quo to be effective.

Originally posted as a comment by jebworks on Social Computing Magazine using Disqus.