Chris Brogan highlights the story of a guy we'll call Bob... a guy trying to do the right thing for a company that can't get on board with social media interaction.

Bob is obviously a guy who cares about being customer-centric. He cares about his products. He cares about being forward thinking... The thing is, Bob could be any of us.

Bob's story illustrates why it's essential for companies to be totally on board before diving in to Social Media experimentation. Once you are out there, you're OUT there... and it's very hard to go back to status quo.

My advice to Bob - Wipe the Dust off your feet and go do what you are doing for the competition!

This is a pretty compelling story... Check it out. Thanks, Chris.