I’m a big fan of what Forrester say and do. Increasingly I’m coming to realise that social media is closely allied to culture change – that is, people need to change their ways of thinking about communication, and they need to do it from the inside out. It’s pointless trying to get communications agencies to practice social media for clients until or unless they start embracing it for themselves.
So I like this post. I like the way that it neatly encapsulates what I’ve been vaguely thinking about for the past year or so. Change management is difficult, and if social media involves change, then that’s why we’re finding social media so difficult too. Hop on over to Forrester and have a read.