By Ryan Skinner (email)
I've talked to many communications professionals in shipping about social media, and it's clear that social media is now definitely hitting their desks. Either it's an executive who's read about it in The Economist (special insert a couple of weeks ago) or one or more employees who've already taken the plunge (and are quickly touching upon communications policy issues).
So far, many have been able to say, in both directions: "Sure, it's happening. But it's happening independent of us. We don't need to get into this." Why the hesitation? I think most communications directors file social media in the digital box. And the whole digital thing gives many of these people hives. So they ask whoever handles their website to keep an eye on the thing, and exhale.
That's a mistake.