Social Media: You can lead a horse to water, but…

Image from alansheaven via Flickr

We’ve all heard the saying, “you can lead a horse to water, but you can’t make it drink.

This saying can be applied to any concept – including social media.

I’ve come to this realization in my role as a Web & Social Media Strategist.  In this role, I’m responsible for identifying opportunities to leverage social media to accomplish organizational goals and guide the institution through the adoption of social media.

While social media is becoming more accepted and considered as a mainstream business practice, many individuals still resist social media – either intentionally or unintentionally.

For social media activities to truly work, they need to happen organically throughout the organization. They can’t be pushed out from the marketing office or by the social media specialist.  Until your organization’s various departments buy-in to social media, you ideas and activities will not start.

Here are some ways to get departments in your organization to drink:

  • Educate. Share case studies and research from reputable sources.  Consistently doing this will help others come around to the value of social media.
  • Experiment. Try small experiments and track successes.
  • Look for support. Look for other employees who also recognize the value of social media and have them share messages.
  • Wait. There is a shift happening in organizations.  One that will not stop. People will come around and embrace social media. I am seeing this already with colleagues who haven’t previously seen the value of social media, who are now using or suggesting we use social media.

What are some ways you’ve seen or tried to encourage others in your organization to recognize social media as a profitable business tool?

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    Totally agreed with your points and i think nowadays when social media is the leading and rapidly growing marketing tool, if you have strong grip and idea that how i can use it for marketing purpose then you can win the game. All you points are very important and i learn a lot of things regarding social media marketing.