social media viewpointsAll businesses are being forced to go social. Are you facing internal conflict behind the firewall?

This is not a post about social media marketing. I’m not here to give you hints on how to increase your friends, fans and followers.

Nor will I say that it’s time for your business to “join the conversation” and I promise not to overuse the word transparency either.

I believe that most brands (large and small) get it.

Friends, fans and followers are important, yes. And brands increase their social equity by engaging in two-way dialogue with their constituency, yes. And transparency is key to these external engagements, yes.

But there’s an underlying challenge that’s not being addressed as it should be.

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