Last week, we talked about social media use at work.

I wrote it about first for my weekly column in Crain’s, the Chicago business journal because so many of the audience members when I speak are now shifting and asking, “How do I get my employees to use social media for work?”

There wasn’t much direct conversation on the article, but I had a few private emails from readers.

The conversation that ensued in the comments here were just as vocal, but different from the emails I received.

You see, most people who read Spin Sucks are PR and marketing professionals. And, most of the Crain’s readers are entrepreneurs or business leaders.

What I discovered is there is a gigantic gap between the two audiences.

While the recommendations I provided last week will work if you’re embarking on social media, they won’t work if you have a culture problem to support the added communication channels. (more…)