It’s happening everywhere.
A business sends out a clever tweet or a witty repost on their Facebook page in the midst of a big event, and everyone is clamoring to laud how “social” they are, how much they “get it”, how they’re such an amazing example of a “social business”.
I say not so fast.
Since when is a witty bit of advertising or a quick-thinking response from a community manager enough to qualify a business as “social”, much less strategically smarter than another?
True, activity on the surface can be an indicator of things that are much more fundamental: a culture that empowers people to make fast decisions, a company that doesn’t take itself too seriously, an organization that understands how important a peer relationship is with their customers.
