Three reasons why companies fail/succeed with social media

Big companies don't tend to get it because ...

• it does not deliver sales tomorrow so they cant prove the business case
• they don't have the resource or specialist skills, they are geared up to campaigning and that's they way it will continue until ...
• agencies don't know how to charge them and make money out of it

Small companies tend to get it because ...

• it does deliver sales. http://www.bakertweet.com/
• they don't need specialist skills
• they could never afford agencies anyway.

Lesson in here somewhere. Think like a small company if nothing else.