The most difficult hurdle is people answering back

If you’re an enthusiast for the new social media tools it will be obvious that social media is about conversations. Of course it is, and isn’t it great?
But the conversation is the very thing which frighten many organisations and businesses.

Conversations are scary.

If you write a critical or inflammatory journalistic piece, you may be held to account by thousands of twitter users.

If you write a blog as a CEO, you may get challenging comments from members of the public.

If you set up a company twitter account, other users will ask you about stuff, and if something goes wrong they’ll want you to reply.

If you’re used to making pronouncements, whether it be through press releases, published articles, statements or broadcasts, you’re used to being heard. But you aren’t used to being replied to.

The special thing about social media is the conversation – and from these organisations’ point of view this can be a sticking point.

One thing to remember if you’re suggesting that someone use social media, for example as a marketing tool, is that it only works if you are willing, able and accepting of the fact that there will be a conversation. This is no monologue.

Image: Confrontation by Neitherfanboy