Once you get past the “why”, you need to consider the “what” and then the “how”. Having the dream and deciding to act on Social Media is the easy part. The cultural change that is necessary for many organisations is harder, but success in this is essential to allow Social Media to deliver the dream.

What a great addition to the metaphor! We will be discussing more about expectations and maintenance.

My boss did a presentation with the fact that before you go online and start using these tools, research and prepare to enter the social media space. He mentions how having a Facebook page or Twitter account might be great for their department, but remember to keep it updated regularly, otherwise you lose followers and retention is lost. Then, you only end up with another static webpage.

To add on the metaphor, there is the Field of Dreams, but then you have to till the field and cut away any dead. You also have to maintain and fix the farm machinery that keeps the field accessible and healthy.

I agree – technology is almost the last requirement to understand as technologies are changing so fast these days. Knowing and understanding how to apply change, in the field of social media and in the specific context of your company, is key to real success, along with listening and engaging with the right people.

Great point. I am definitely not advocating the building of community silos for greater control versus going out to where your community already resides. The Field of Dreams analogy is much more than the catchy Hollywood phrase from the movie, but encompasses a larger exploratory role and not allowing negativity to dictate your success or failure in the social media space.