Don’t underestimate the time/energy required to teach, ground the team with explanations so that real conversations around strategy/execution can start… and that the most critical element driving first-time success is the old-school relationship dynamic as the core team struggled thru roles/responsibilities, and the trust needed to bridge knowledge gaps and ultimately execute. 

                    Speed Bumps

• The social media advocates underestimated the knowledge gaps w/in the production and marketing communications teams, and the consequences stemming from these knowledge gaps w/r/t strategy and implementation.
• That SM required a shift away from “business as usual” behavior… wasn’t seen as an urgency by the tactical teams, and took far too long to seep into the collective consciousness.
• Advocacy needs to be “plural” (ie, there needs to be more than one voice, and advocates must discover each other for support in the face of disinterest, delay and disinformation.
• Turf concerns will still hinder efficiency.  Twitter blurs the line between marketing, PR, web, advertising, training, etc.
• Conference calls, email and webex remain poor substitutes for hammering thru time-critical discussions.
• Existing agency resources contributed little
• Stakeholder managers engaged inconsistently: at times delegating too much too low, at times wrestling w/granular detail rather than trusting those with experience/knowledge.
• Distinctions between traditional outbound/web v. Twitter’s real-time nature impacted greatly the thinking and deliverables around metrics/measurement;  Most stakeholders did not understand the viral nature of social media, blogging, etc.  
• Core skills needed to be trained ahead of need.
• Existing spokesperson policy and practices were not seen as easily transferrable
• The opportunity for customer dialogue actually caused concern among some.
• Perceptions of what “starting small” meant were vastly different between those w/slight social media experience and those w/out.
• Rounding up the laggards to reengage and retrain  

-- This is  a beginning of a list that I am going to use to identify and then address the change management actions that have to happen internally. 
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