I was speaking with an Enterprise Architect at a GIMA meeting last week, and it got me to thinking about the technical background that could be useful in social media. Most success stories in social come from marketers, PR folks, and SME's inside a company (recruiters, customer service, technology) who connect with an audience through content and social networking. For most of us, one of the founding principles of social media is to focus on the content, not the technology (it's even one of my slides in my presentations). But I've been short-sighted.
Most of the time, I don't want Information Technology involved in my social media projects because they want to control the software, which puts up a roadblock to conversation, and often is a sub-par product. I can't tell you how many developers want to build their own blogging software when given the chance to be in on the project (please don't, just, please don't).
But there's more to it than just the blogging platform. I've been amazed at how rarely we use social media software to rethink our web content strategy, but it's not surprising that as we begin to embrace open source programming, the bias against home-grown products would lessen to allow the enterprise to take advantage of social media tools to present a more comprehensive face to the public. Take a look at the following corporate events and divisions.
News and Press Releases
Advertising (Online and Print)
Commercials (Television and Radio)
The information to present these parts of corporate life to the outside world is almost always available in digital form, but most companies aren't set up in a way to take full advantage of them. Most companies also don't take advantage of the expertise they have internally in educating the public what it takes to run a business.