We Don't Do Social Here

Implement, Do, Start, Launch, are all terms that indicate a program or project is underway. It's the language of the business initiative. But when these words precede the action of "Social", it's a bit perplexing.  

We don't "do" social, we are social. 

Being social is just connecting, communicating, and sharing usually with the key action of conversing. Don't let anyone tell you different. We should know too that being social is not purely positive. People can connect for the wrong reasons, communicate inappropriately, or share way, way too much. Therefore being social is neither something exclusively good or bad, it is just the essence of being human. To say things like "we are going to start doing social in our organization" is like saying "we are going to start doing breathing." This comparison is equally similar and different. Similar in that both actions, social and breathing are naturally occurring and required (in an organization or otherwise), and different in that breathing is not something that can ever be consciously done poorly or insincerely.

You can encourage people to increase their social connections, expand their networks, start more meaningful conversations and share ideas. But make no mistake, your organization is already social, it just may not be healthy enough to transform the work that's being done or make the environment less toxic, or draw people to connect with your service or products.

So if you're still thinking about "doing" social in your organization, maybe start by "being" a better organization, leader, employee, peer. Somethings you just can't project manage.