Image via CrunchBase
I've long argued that if companies want to interact with social networks, they must themselves become social networks.
That's the whole point of 'social business'. When a company wants to roll out a customer facing social media initiative the first question I ask is how are you collaborating inside? How are you being like your customer? I get too many replies of 'what's that got to do with it?'. Everything - it's the whole game. The very clever people at Dachis Group have articulated this in a single picture here:
“The biggest challenge CEOs face today is getting their enterprises closer to their customers,” Tom Kelly, Moxie Soft