I see the business landscape as dramatically different from that of years past, and evolving at a frantic pace. Those who have been in the workplace for some time need to learn the new ways of communicating and collaborating. Those that don’t will find themselves at a competitive disadvantage in years to come.

Again, thanks for starting up this dialogue. It prompted me to capture some additional thoughts in this blog post.

I think there’s a difference between teaching the mechanics of using a particular social media technology and what strategies you might use for social media engagement. One is dependent on the technology, the other, well… I think there are fundamentals that cut across social media.

* Transparency
* Dialogue
* Personalization
* Authenticity
* Outreach

You could have a course on Facebook, Twitter, Blogging, and teach different information depending on the technology, but there will be some strategy basics that are relevant for every social media technology.

I personally don’t believe that you can “teach” someone how to be successful with social media, but you can definitely teach them how to use it. With social media, you are only as good as your content, and creating good content is a skill.

I make a good portion of my living doing all-day social media training workshops - mostly for public relations firms. In fact, I just got back after a 3-day midwest tour, doing those workshops. So, I can say first-hand that social media understanding and techniques can be taught.

However, what is much more critical is the fact that social media understanding, and social media excellence are not the same. I know how to iron. Yet, I do not iron well. Why? Because I don’t like ironing. The same is true with social media. You, me, or any number of other people, blogs, books, conferences, Vulcan Mind Melds can show folks the ins and outs. But ultimately, it comes down to one thing: PASSION.

As I say in every speech I give, if you don’t LOVE social media, why bother? It will end up being a chore, not a joy, and that will negatively impact your contributions to whichever communities in which you choose to participate. Social media participation cannot and should not be at bayonet point. It’s not required (although 4 out of 5 social media consultants recommend you get involved RIGHT NOW)

That’s why, in a corporate setting, I suggest finding the people who have a passion for social media, and empower them with the time and the institutional insights to communicate to fans and prospective fans. Your social media team doesn’t always have to be the CEO, VP, Directors, etc. and unless they really dig it, don’t bother making them do it. Their social media efforts will inevitably die a slow, painful death. And you know who gets blamed then? Not the CEO who couldn’t keep up the blog because he doesn’t really have passion for it. The agency or the marketing team gets blamed.

It’s about people and passion, not logos and titles.

From my experience in healthcare and even with friends not yet really in the SM space — there are many who would appreciate an overview of all the key social medias packaged for them with easy to use ‘how to manuals’, but peraps with a chance to setup their own SM platforms including time built in to experiment. Net a different type of learning course where an outcome is to actually set up and start twittering for example (after they have outlined their personal or bus objectives…) and include on-going learning from course leader and other ‘students’…
One aspect that I am a little torn over is with regard to making it too easy- so to speak- as I hate for people to think that anyone can be an expert too quickly…its about having the appetite for on-going learning and engagment that can bring sucess or reward for SM efforts…perhaps this is why there is so much ‘start and stop’ with different SM platforms? People aren’t really committed? Or is it that they don’t really understand what they’re signing on to and its benefits? …This needs to be considered before ‘signing’ up for such a course!! Who wants to ‘teach’ people who aren’t really committed to learning beyond just doing what everyone else is doing this minute?

I believe you can teach anyone how to use the tools, like you can teaching anyone to play a musical instrument or write fiction. But I think “social virtuosity” relies on natural talent - including psychological/lifestyle preferences like extroversion (where social interaction adds energy, doesn’t subtract it), public life, and networking behavior down to innate qualities like empathy, authenticity, humility. People can learn to emulate these qualities but the people who will truly excel in the use of social media will be the “naturals.”