Despite the good intentions of agencies and advisors

Companies big and modest are rushing to understand and get involved in social media scheme. But most of the delegacies and advisors who are being paid to launch social media strategy campaigns for corporations are afraid to tell their customers three things they do not need to hear. In most big companies, IT, digital, marketing and sales not only do not work together, they compete with each other. Until they start collaborating as a team, you will not succeed in social media. For instance, I latterly managed social media advertising for a major retail chains holiday microsite. The promotion was thought by the digital department and involved augmented reality. But the IT department refused to allow a link from the homepage to the microsite because the microsites plan was done by an external agency. Further, the marketing department refused to allow a dedicated email to go out to the companys mailing list, and when placed in the companys normal promotional email, the link to the microsite was lost in a sea of weekly specials. These hurdles made it very hard to drive traffic to the microsite.   But more than that, this lack of internal collaborationism and contact makes any kind of social media engagement virtually impossible. A corporation that has not learned to take heed to its own employees, and advance them to join forces internally, is not likely to succeed in integrating social media tools into its marketing mix, no matter what agency or consultant they hire. If the management does not come from the very top, managing directors, who have myriad grounds to fear change, will hang on to the status quo. Despite the good intentions of agencies and advisors, social media integration is tied to meet vast resistance until top management says it is OK to spend time and money to integrate it into the companys marketing and culture. However, that does not work anymore.