Do Companies Understand Social Capital

I don't think that people find it hard to understand the value of building social capital, I believe that they don't know any other way.

They accept that mediocre is ok and this soon becomes the norm. Anything clever or sensible may as well be talking alien to them – until somebody else does it and they then believe that they have to do it too. Though they won’t understand it because it is the system that is sold rather than the principals behind it.

Which is why there are so many ‘opportunities’ for SEO specialists (aka marketing people who know that content is king on your website and commit to a vigorous publishing schedule) and eCRM specialists (aka marketing people who know how to attract and engage with audience groups) etc.

BIG QUESTION: how can we get them to strive beyond mediocrity and work towards delivering great marketing and communications engagement beyond the name on the software box.