Your company has probably tried to use social media and found the results have been less than startling. That makes it hard to dedicate more resources, particularly when social media is competing against tried and tested marketing tools that you know will deliver results.

John Bell is Ogilvy’s global head of its social media practice and President of the Word of Mouth Marketing Association (read his blog here). He says companies need to move beyond the experimentation phase and accept that for social media to work you need to implement a corporate-wide strategy.

In today’s BTalk he talks about his recent paper “Socialise the Enterprise” (email Graham White for a copy). In it he explains how social media doesn’t behave like a channel and that means we shouldn’t treat it like advertising.

First published on CBS News