Right now, i’d say that the common organizational understanding of social media is at the stage that UX might have been a decade or so ago – where people really didn’t understand it very well, nor its value.

With that being said, perhaps we should be looking back at older UX, Design, etc. processes that started by assessing the organizational culture and its ability to adopt a true UX mentality and continued on with education. Both UX and social media efforts will tend to die on any organizational vine if the organization isn’t ready for it. UX has begun to gain enough awareness culturally that these two initial steps are probably less necessary than in the past. Not so with social media, especially given what our research is beginning to show about the very strong correlation between substantial organizational buy-in and social media success.

Thanks for the input, and i hope you are doing well!