Twitter‘s latest blow to developers and users, the source of lamentation as I write and we all tweet, brings into fresh focus a simple, 3-fold, claim.
- social media are uniquely positioned to benefit from high-level stakeholder engagement
- it is in the interests of all involved for them to move toward stakeholder governance
- yet our lead social media companies are among the least “social” of contemporary corporations.
Mark Zuckerberg has led the social pack with his high (and I believe genuinely meant) claim for a social purpose for social media. At some point someone will decide to work on alignment between such goals, the culture and practices of the organizations themselves, and their governance and funding structures. Some deep innovation in the latter will be needed before “social” settles down as the substrate of our C21 lives.