Apathy and uncertainty stop social media in business

Aaron Strout (@astrout on Twitter) found an interesting article (Still an early market for social media) and a white paper on social media use by companies.

Let me share some of the lead conclusions about social media in companies:

• Social media technologies have the potential to transform the way companies build and manage relationships with their customers. 
• Apathy, fear and uncertainty – more than costs – are preventing companies from formally adopting social media technologies. 
• Social media technologies are invading the workplace undetected. Companies know this, but most have no formal plan to manage them.

Companies that understand the impact of these trends can improve their competitive position in the market. Those that do not adapt to rapid changes or move fast enough to respond to those changes will lose customers and fall behind in the market.

While all of this is being written about and for large companies, I'm telling you that it is also true of small town small businesses.

"Apathy, fear and uncertainty – more than costs" are holding back small businesses from utilizing social media, too.

Zane Safrit laid out a good case for using social media in small business. We're sitting on an advantage, folks. But what are we doing with it? By and large, nothing. Very few small biz folks have done anything with social media.

Are you holding an answer? 

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