I wrote this post for the Sysomos blog earlier this week but wanted to share it with MET readers.

For those of us in the social media, digital marketing or online service worlds, social media is pretty much a no-brainer. It’s a new and different way to connect with customers, employees, partners, the media/bloggers and investors. The various social media tools let companies expand their marketing, communications and sales arsenal to support their strategic and tactical objectives.

Given the potential of social media, it is surprising that many companies are still reluctant or downright dismissive of it. As hard as it is to believe, some companies believe there is no need for social media, including companies that directly deal with consumers. As far as they’re concerned, there’s no role for social media even as a new way to supplement their existing activities.

In a recent blog post, Mitch Joel suggested that one of the keys and challenges for companies considering social media is determining if there’s a cultural fit.

It’s an interesting thesis because it explains why social media can be so difficult for companies to embrace. Social media is the new kid on the block but many decision makers, who play a key part in establishing corporate culture, are not that social media savvy. As a result, they have difficulties understanding the benefits of social media and how it could become an integral part of their company’s operations.

As Mitch pointed out, corporate culture is difficult to change because many companies don’t want to change. In many respects, social media means you have no choice but to change your stripes. Companies need to be willing to be more transparent and open about who they are and what they do, which can be a challenging exercise.

It is important, however, for companies to realize that social media is changing the business landscape, and will continue to do so as the tools and practices evolve and become more mature. There is a danger in dismissing social media simply because it doesn’t look like a good fit.

A lot of things seem uncomfortable when you first put them on but after awhile they become more comfortable. So think of social media as a new pair of leather shoes: For the first few days, your feet ache like crazy. But pretty soon, you’re walking around pain-free and loving how you have become so fashionable.