Jay Deragon posted a very thought-provoking post on The Relationship Economy talking about how bosses who chase “all things social” without relevant knowledge do not always insure that the chase is aimed at the right things or the right people.

Here are a few of my favorite quotes from his post:

Asking for something you don’t understand and thinking you can find people who understand to deliver you something you don’t understand is a set up to failure.

Hiring people with a “social something” title isn’t the secret sauce that makes your organizational social. Only those with authority, power and control over people can make the changes required for the entire organization to be social.

Before hiring people to use social bosses need to learn what it means to be social. That requires a totally different knowledge and skills set than just using social.