Tim Bevins on nGenera’s Wikinomics blog disagrees with Peter Cappelli’s recent HREOnline™ column on the Promises and Limitations of Social Media, in which Cappelli concludes that social media will eventually be used mostly by the recruiting and sales functions, where networking is most important.
Bevins ofters some good counter-arguments to each of Cappelli’s points — which is probably not too surprising since nGenera Insight is headed by Don Tapscott, who told an enthusiastic audience at the HR Technology® Conference last year that social media is the new operating systems of corporations.
But I don’t see this disconnect ending any time soon. Evangelists for social media will continue to praise it, use it and profit from it, while many — and maybe even most — business leaders will remain wary.
It takes time to explore the opportunities of social media, to learn it and leverage it. And with time at a premium, there are only so many senior-level executives who are going to make that effort — or allow their workforce to do so when the risks of doing so remain a valid concern.
They may stick their toe in the water here and there, but until the next generation takes control (a generation that grew up using it), I think such use will remain mostly a curiosity instead of a crucial part of corporate strategy.