ABSTRACT
Did Bob truly understand what was going on? Was a memo the best way to counter viral news? Can the same talking points serve for such different constituencies? Clearly, Bob is out of his depth in the Social Age. The act of drafting a memo and handing it to the HR and communications people to “clean it up” so that it can go out to “everyone in the company” reveals Bob’s mind-set and his approach to a Social Age challenge. He is clearly stuck in a time where communicating to the organization involved the following steps:
1.Decide what others need to hear. 2. Decide the facts that need to be given out. 3. Decide how the news should best be propagated. 4. Give a draft to the experts to make sure the language is right
and there are no potential legal troubles. 5. Cascade the information all the way down.
