Culture

Your corporate culture will be a significant factor in your ability to tap into staff advocacy. There is little point aspiring to be 2.0 outside the firewall when you can’t even manage to be 1.0 inside. You will simply not have the competence to undertake online relationships and if your internal communication channels are archaic then you won’t have the speed or agility to respond appropriately to what is happening in the much faster moving online world. If you have an overly rigid command and control culture then the unpredictability of this networked world is going to feel alien and challenging for many of your managers. Also if staff members are used to waiting to be told what to do and are not used to thinking for themselves then spea....