Social Media Evangelists have to not only educate but also have a strategy in place for institutional dysfunction.
I have been watching The Wire, David Simon has created a cracking drama, he has breached on a really interesting theme in the series called, ‘Institutional Dysfunction’. I define it as all the bureaucracy problems that are faced within organizations, these are mainly caused because the goals of the individual and organization are not always aligned. He demonstrates that this happens both within the ‘Baltimore Police Force’ and the illegal Drug Syndicate.
In terms of Social Media Marketing, I think that there a number of people within companies that understand what they need to do in terms of social media marketing but because of Institutional Dysfunction they are not able to implement these activities.
With this in mind, You have got to take your hat of to BigPond for the pace that they got to market with their Twitter account @bigpondteam.
I think the job of the evangelist/agent driving social media change within an organization, is to not only educating a company but also have a game plan of how they are going to deal with institutional dysfunction in making sure that a company embracing social media becomes more than just an idea.
Alright we got real deep just then, I promise fluff pieces for the rest of the week.