The Social Media and Online PR Report, published by Econsultancy in association with bigmouthmedia, has revealed that most companies are planning to invest more in social media next year but are struggling to find the time and resources to manage their activity. The report is based on a survey of over 1,100 companies and agencies, and is the most comprehensive study of its kind around how companies are using online PR and social media for marketing and customer service.

I just read this press release and couldn't help but be moved to post a quick comment. The part that caught my attention is the last part of the last sentence - "how companies are using online PR and social media for marketing and customer service." It's the "social media" part that gets me.

Let's phrase that statement a little differently - "How companies are using cars/cell phones/AA batteries/chairs/desks for marketing and customer service."

Wouldn't you think an organization was rather silly if they limited the use of one of these other resources solely for the purpose of marketing or customer service? Unfortunately, that is what most organizations are trying to do with social media. That is why I say it is still so misunderstood.

Social media is a tool or resource that can be used almost universally within an organization, just like a desk or a chair or a AA battery. Granted, social media is a very useful tool in the marketing and customer service departments. But, it is not limited to use in those areas.

If organizational leaders can start seeing social media through this lens, then they would realize that it is virtually impossible to quantify "what they're getting in return for their investment", which a topic that seems to be getting a lot of attention. Do you know of any organizations that try to measure the ROI on the AA batteries they use? What is the ROI of a brand for an organization?

Social media is a tool or resource that can be utilized almost universally within an organization. I hope this little rant helps to make it a little more understood for what it really is rather than what it is imagined to be. If it does, then others can start appropriating it more effectively and have realistic expectations of what it can do for them.