The following excerpt, comes from a blog called wallydownundy, written by Walter Jennings, an American PR person now working in Sydney, Australia, with a major global PR firm. The specific post, entitled 'Don't think of a polar bear' speaks to an all-too common occurrence everywhere these days:

We’re working for a major destination in Australia and they are keen to consider social media as part of their marketing mix… Today we met with an exceptional design firm and heard an idea that sounds great - … The problem is, it’s not a social media recommendation.  Instead they made great suggestions regarding the web site and ways to bring it to life. 

We told them not to think of a polar bear and they came back to us with a large, white, carnivorous mammal that really likes the snow! 

Snow, indeed!

How is it still 'bearly' possible today to be blind to, indifferent about, or defensive over the difference between a web site and a social media solution? One is a much more finite project while the other is a journey. One is all high veneer where the other is authentic. One is a broadcast over a one-way corporate megaphone while the other is a community conversation.

Meanwhile, Mr. Jennings, I'd like to introduce you to the Social Media Collective. The resources you are seeking are most likely available in abundance from these people.

My guess is firms continue to recommend web site upgrades because corporations still buy them. Everyone feels safe and comfortable. The solution is familiar. The way air hates a vacuum, corporations detest risk. Risk increases as control decreases. But as we've known since forever, no risk, no reward. Safe, static, streamlined websites won't get anyone in much trouble. But then again, it won't get them much in the way of a reputation for thought leadership either.

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