Your organisation has to get behind social media

I just love this opening paragraph from Kate Harrison Whiteside

Many people (read: bosses, organisations) still think the web delivers virtually – without needing an investment in resources. But, you get what you pay for. If you don’t invest time and human resources into social media, you won’t get a measurable return on your investment. Organisations wouldn’t design a brochure without a designer. Build a website without a website developer. Put on an event without a venue and entertainment. So we must get them to move beyond the virtual to the reality about social media.

How true