I worry when I hear “Oh yes, we’ve done social media. We have a very good team”.
It’s the second sentence that is revealing.
It’s not “Our staff are encouraged to talk about what we do and engage the public through their networks”.
It’s not “I love it. I love nothing better than rolling my sleeves up and having a bloody good conversation online with customers who care about what we do.”
It’s not “Our senior management and subject experts write great posts about their challenges and how they grapple with them. It helps them learn.”
It’s definitely not “We love the tension that social media creates between what we currently do and what we should be doing. It helps us see where we need to improve, holds us to account.”
The web is still held at arms length. It’s not how most businesses live and breathe. Boxes have been ticked, but there’s a long way to go.