I’ve been working more and more with clients who actually want to play with the tools, but they are not wanting to invest so much in the key personnel that will make or break it IMO.

This is nothing new – companies have typically felt more comfortable buying stuff as compared to investing in people. People are all over the map after all, while a computer is measurable and boxable. I think the social space is increasingly shining the light on this discrepancy between the tools and the users of the tools.

I wrote a blog post last June ‘07 (see link on my name) outlining what I think it takes to be this key person, a social media maven, drawn from a discussion on LinkedIn.

Chris – thanks for the article link to Beach Walks with Rox too!

I play in the ‘working with businesses’ space and deal with the pieces you mentioned on a daily basis. I can’t say I’ve figured it all out. I can say that you’re dead on when you write that we’re going to have to be ‘less vague’ and up our ‘ante on skills and perspective.’ In situations like these, I’d love to have a mentor, but for now, I’ll succeed and fail, but learn as I go.

On another note, focusing in on businesses entering the collaborative web world is very exciting. I recently joined the startup BizUnite, an Independent Business Platform. We give the indie biz, or ‘David’, ‘Goliath clout’ through cost saving programs (insurance, shipping, credit card processing, etc.), training, marketing and networking that increase sales and reduce costs.

The indie biz isn’t poised to thrive in today’s environment which is dominated by larger, more unified competitors. We’re gonna change that. :)