Relationship businesses should treat social media the way Google treats it’s engineers’ personal projects – by embracing them. I read once that Google encouraged it’s engineers to spend 20 percent of their time on personal projects. Many great ideas come from pursuing these personal interests – and some of those benefit Google.
Why can’t them same rationale be applied to social media? Encourage your people to spend some of their time at work engaging in personal social media relationship building – learn new skills, share ideas, connect. Some of the benefits will rub off on your business.