Marketing/PR expert and fellow deadhead, David Meerman Scott has written a series of posts tackling the corporate obstacles to successful social media campaigns. The latest post deals with the mentality of corporate executives.
In my experience, there are three stages that many senior executives go through.
Initially, senior executives are ignorant of or simply ignore the potential benefits that social media and real-time marketing provide.
Then they start to hear bad things and then agree with the legal or HR people to ban participation.
Some time later, many executives have an epiphany and want to implement social media right now. The change typically comes because they read an article in Harvard Business Review or the Wall Street Journal. Or they feel a need to keep up with a peer company that is getting press for their real-time efforts.