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Indicating that in-house programs have a very high failure rate. The reason: Strategy often stops at the execution level. After reading my recent article, "Programmatic vs. Strategic Approaches to Social Media," one reader, Susan Dyson-Ross, pointed out that part of the reason digital teams don't act strategically is because their companies don't allow them to. She points out that in many organizations, strategy is locked into the boardroom and C-suite, with rank-and-file employees unaware of or unable to act on the larger strategic vision. Of course, she's right. Traditional bureaucracies are too slow to keep up with the pace of social enterprise collaboration.

A recent Harvard Business Review article noted that it took a Fortune company a week to generate and approve a character-by-character tweet in response to online critics. In the rapidly evolving world of social media, time Too long and unlikely to be useful. Even if employees can use social media tools to collaborate more efficiently, any impact will be minimal if they still need to go through old bureaucratic processes to take advantage of the results. Likewise, managers who use traditional mechanisms to Job Function Email List oversee new high-performing employees will be inundated with information and activity generated by these subordinates unless they themselves embrace social media. Tools such as blogs and online videos allow top managers to communicate with managers around the world and solicit feedback from those managers.  



The vast amounts of data generated by social media tools can provide unprecedented transparency into organizational processes through sophisticated analysis and visualization. About the author is an associate professor of information systems at Boston College's Carroll School of Management. He has been researching and teaching social media and social networks since . He can be contacted at and . Tags: Collaboration Corporate Culture Decision Making Internal Communications Online Marketing Organizational Structure More like this Leading AI Still.