companies don't know how to network (socially anyway...)

source: http://mashable.com/2012/11/20/business-facebook-engagement/

This article points out the obvious to those who understand the power of networks and networking. As MBAs, we all understand the value of networking. Networks help us accomplish two distinct goals: 
1) strengthening existing ties with those who are already within our network, and 
2) exploiting loose ties to further grow our presence and influence

It is interesting just how few companies (even multinationals who recruit MBAs), actually know how to do the latter through social networks. Most companies spend the vast majority of their time, resources, and effort on point #1 versus harnessing the power and potential of point #2.

Companies mine social channels to see what their fans/followers are saying or doing with regards to a particular advertisement or promotion (versus looking to see what those individuals who are connected to their fans, but not actually fans themselves, are saying or doing). If companies spent some time honing in on the power of loosely connected potential fans, through tools such as facebook's social graph, they could greatly increase the value of social networking as an asset within their overall marketing toolkit.

In other news, Turkey Day is tomorrow--just think about all of the loose potential networking opportunities!