Using social media to accomplish a meaningful purpose involves more than providing new technology and praying for success. Successful mass collaboration places new requirements on an organization, particularly its managers. While many organizations are technically ready for social media, they should question the readiness of managers to embrace new ways of working collaboratively to achieve social success.
Why? Because social media and mass collaboration fundamentally challenge the relationship between responsibility, resources, and management. Normally, managers accept responsibility provided it comes with control of the resources required to deliver on that responsibility. The connection between responsibility and resources sits at the heart of management authority, control, accountability, and organizational design. Look at an organization chart and you will see the distribution of resources and responsibilities — the currency by which managers measure themselves and compare themselves to their peers.