RT @managementsushi Spot on ! >> if u have to ‘convince’ a CMO s/he shd get into Social, u need a new CMO via @thebrandbuilder

 @thebrandbuilder @tim_harrap And if you have to explain to the CMO what Facebook is, same thing.

Oliver Blanchard came back on the first tweet to raise an interesting point that if a CMO has to have Facebook explained to them then well forget it!

That said I don’t believe anyone in the Anglo-Saxon world can really have missed at least acknowledging the existence of Facebook.  The fact they don’t engage with the idea/conversation is more to the point and serious.

More important than Facebook is the need to address the creative impulses of Twitter and Yammer within any business landscape and particularly the internal dynamics of the business itself.  Now that could take some energy, energy to awaken folk to these sharing and connecting devices.

What is fundamental in this whole arena is the clash between the old hierarchies of bureaucratic control and the free-wheeling organic space much of the new social devices provide.

Can corporation’s turn their ships to a new course?  Such huge tankers take an aeon to change course though I have seen a real one turn on a “sixpence” in an emergency – what does that suggest?  The behemoth is still in existence but stationary in the water – the bridge then has to set a new course and slowly build up speed. 

Whilst we have seen massive changes in the communication world over the last twenty years there is still a long long way to go in changing the cultural relationships within business and society.  Sir Ken Robinson’s latest TED talk was doing the rounds this week – he highlighted one dynamic in society where those over 25 still wear watches – those under 25 don’t bother, they are in a totally different time-frame!  Two points come to mind here.  One, this “millennial” grouping (those <25years old) has been spoken about now for many years and some of the first member’s of this cohort are actually older than 25 now – have they suddenly become stick in the muds?  And secondly: it suggests to me that the conversion of CMO’s to taking onboard the new media environment has a few years to go yet as the “dinosaurs” expire out of the system.  These folk have had the creative spirit beaten out of them and for me that’s sad.  But on a positive note I can connect with many like minds on Twitter and know that the spirit of adventure is alive and well.

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