Carol Rozwell

A member of the Gartner Blog Network

Carol Rozwell
VP Distinguished Analyst
11 years at Gartner
21 years IT industry

Carol Rozwell is a vice president and distinguished analyst on Gartner's Content, Collaboration and Social team. Ms. Rozwell explores strategies that support the digital workplace. She is researching social networks, social analytics and socially centered leadership.Read Full Bio

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Top 10 Signals That Your Management Doesn’t “Get’’ Social Media

by Carol Rozwell  |  October 10, 2011  |  9 Comments

Social has turned the corner from interesting to imperative. However, some business leaders are reluctant to explore how business getting social might benefit their organization. They believe that social media isn’t relevant for their organization or that it’s just a “consumer thing” and only marketing needs to pay attention. They make statements that imply that social media is dangerous – statements which, upon examination, often reveal a misunderstanding of how all businesses are being changed by social.

To poke a little fun at the topic, we pulled together a top 10 list of our “favorite” statements about social media. Hopefully, you won’t recognize anything your management says about social on the list. But if you do, it’s an indication that maybe they don’t yet quite understand the upside of social. We hope this top 10 list will make you chuckle. But don’t forget that underlying every statement is a perception that needs to be dealt with.

The top 10 signals that your management just doesn’t ‘’get’’ social media are:

10. They start telling you anecdotes about how their children use social media, then start shaking their heads.

9. They get somebody to ghostwrite their blogs.

8. They ban access to social media because people will waste time or “someone might say something bad about us.”

7. They say, “Our customers are over 40, so they aren’t on Facebook or Twitter.”

6. They put a summer intern in charge of the social media ‘‘project’’.

5. They ask, “Why do I need input from social media? All the really smart people already work for us.”

4. They say, “Show me an enterprise that increased its revenue by using social communications.”

3. They don’t define the purpose, but want to try ‘‘something’’ to ‘‘see what happens’’.

2. They insist that every communication be approved before it’s posted on Twitter, LinkedIn, Facebook, YouTube, or other social networking site.

1. They think that creating a Facebook fan page is a social media strategy.

Let’s hope you don’t hear too many of the above statements in your own company, but if you do, remember that business getting social is inevitable. Educate yourself and the senior leaders in your organization about how social media is being used to enhance interactions with employees, business partners, customers, prospects and the social Web. Search out good ideas, and adapt them to make them work for you.

If you are a client, you can read the full report “Top 10 Signals That Your Management Doesn’t “Get” Social Media and What To Do About It”.

I’ll also be presenting a series of sessions on Business Gets Social at our upcoming Gartner Symposium/ITxpo, October 16-20, in Orlando . Here’s the list of the sessions I’ll be doing.

I hope to see you in Orlando next week.

9 Comments »

Category: Social media Social networks social software     Tags: , , ,

9 responses so far ↓

  • 1 Don   October 10, 2011 at 4:42 pm

    Here’s #11 – The board member declares “Our board chose to opt out of participating in social media.” (…and after showing them screens and screens of various blog/micro-blog postings about their firm, they look like the proverbial deer in the headlights!)

  • 2 10 reasons businesses don’t get social media | memeburn   October 11, 2011 at 5:16 am

    [...] media is not dangerous or “just a consumer thing” for businesses, according to Gartner analyst Carol Rozwell. Social has turned the corner from interesting to imperative, letting you [...]

  • 3 Carol Rozwell   October 11, 2011 at 5:56 am

    Don,

    Thanks for #11 – this is indeed a good clue that there is a problem. You have a friend who told you about it, right?

  • 4 10 reasons businesses don’t get social media | Mobile Project Management Thoughts   October 12, 2011 at 8:52 am

    [...] media is not dangerous or “just a consumer thing” for businesses, according to Gartner analyst Carol Rozwell. Social has turned the corner from “interesting” to “imperative”, [...]

  • 5 Carolyn   October 13, 2011 at 11:27 am

    Wow, many of these are familiar but I’m shocked about #5. What a way to disrespect your customers! That seems to go way beyond “not getting social media,” and well into “not getting customer service.” I hope I never hear that one.

  • 6 E L S U A ~ A KM Blog Thinking Outside The Inbox by Luis Suarez » Social Business – Where Bosses and Managers Become Servant Leaders   May 7, 2012 at 4:15 pm

    [...] the past we have talked a couple of times about the undeniable impact that social networking (for business) is having in traditional management and thought [...]

  • 7 Manager Newz » Blog Archive » Social Business – Where Bosses and Managers Become Servant Leaders   May 8, 2012 at 1:37 pm

    [...] the past we have talked a couple of times about the undeniable impact that social networking (for business) is having in traditional management and thought [...]

  • 8 Top 10 Signals That Your Management Just Doesn’t ‘’Get’’ Social Media « Social Media Training   May 28, 2012 at 3:44 am

    [...] a link to the original post click here 51.739662 -0.321815 Share this:DiggEmailPrintShare on TumblrLike this:LikeBe the first to like [...]

  • 9 Ivor Kellock   May 28, 2012 at 3:51 am

    Carol hi – a great post

    However I am concerned & confused – commenting & advising on social media strategy as you are yet your LinkedIn profile falls a long way short of engaging me & anyone that looks at it………..?

    Written in the third person not first it’s simply a minute CV

    No video, blog sharing, pictures, articles, causes, events etc

    Would you be prepared top comment on this please – helping all the many corporates that are still grappling with what they should be doing & why

    Thanks – Ivor ;-)

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