For all the fuss and bother over Social Media, Conversations, Engagement, and Web 2.0 there is a huge swath of business totally oblivious to what’s going on in the Web 2.0 / SN “echo chamber” – or worse, totally apathetic to the proceedings.
What and Who am I talking about? The car dealers. The plant workers. The office workers behind firewalls denied access to MySpace, Facebook, and LinkedIn because they are deemed “dating sites” by the guardians of the corporate proxy server. The newspapers. Old media of all ilks.
This is just a small slice of the people who are not only not engaged, but even if they were predisposed to participate they would have to do so at their employment peril.
So, in the quiet pauses between slapping ourselves on the backs for being on the cutting edge and forging our way through new memes, paradigms, and finding new ways of “doing business” – remember that there remains a tremendous amount of work to be done before everyone is invited to the table.
Sometimes all we hear are the sounds of agreement and praise coming from the echoes of our walled gardens. Every now and then, open the garden gate and talk to the neighbors. We might learn something.