As a rule, Canada trails the U.S. by about two years when it comes to the Web. For example, e-commerce lagged in Canada while it roared ahead in the U.S., and Canadian companies stood on the sidelines for far too long while Web 2.0 became all the rage south of the border.

In many respects, history is repeating itself when it comes to Canadian companies and social media. In the U.S., social media is increasingly become a key part of how companies communicate, market and sell their products and services. In Canada, not so much. Sure, there are a handful of active companies such as Rogers, WestJet and Molson but I would argue they are exceptions to the rule as opposed to examples of widespread adoption.

This inactivity was abundantly obvious in 2009 when the economic downturn was at its height (assuming we’re not heading into a double-dip). In fact, there was so little interest in social media activity that I intentionally didn’t position myself as a social media consultant because there didn’t seem to be enough business to justify it.

Fortunately, this situation has changed over the past six months. A growing number of companies, particularly smaller businesses seeking a competitive edge, are expressing more interest in social media. But we’re not talking about a wave of activity. It’s more of a gentle crest coming over the horizon.

Given the pace at which Canadian companies embrace new online trends, it’s no surprise that social media is following the same conservative path. Nevertheless, it’s still a little discouraging that there’s not more happening, although I remain optimistic it’s only a matter of time.

Any suggestions about Canadian companies – big or small – doing well at social media?