I feel the biggest reason why the move to social media is slow is due to the fact that there is a lack of understanding from senior management and IT staffs that this is a technology and “Why do we need it, where’s the value and won’t employees just be watching youtube or chatting with friends all day.”
In reality, they should be looking at it as a way of communicating quicker while also engaging demographics that are currently not being reached and a better way to use the tools for emergency communications. A common practice of most internet users now is that they do not go to official web pages to confirm information from a reputable source but they perform a google search or whichever search engine of their choice to ask a question and look at usually the first page of results or look on youtube for a food safety video for example and no matter who it’s from it’s the gospel.
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