Starbucks paradox (Bernie Hou)The very nature of the traditional corporation is called to question by the Social Media Paradox:

Definition (by me):

Social Media Paradox: The degree to which the act of engaging in the social media paradigm reduces one’s ability to engage in the pre-social media paradigm; and vice versa.

Success in social media requires humility, authenticity and commitment to the medium.  Like a tattoo, that impression defines the person and is not easily removed – after all, everyone’s got to have some skin in the game.

Social media rewards people for doing what they are best at and saying what they feel to be most true. Furthermore, brands need to trust their employees to represent them – this means that they need to give up control of the message.  The more they try to control the message, the less effective they are in a social medium.

Sounds like a great idea, but is it practical?

Many people still need to work for a living often find ourselves at the mercy of corporations for an actual paycheck.  Social Media provides a free source of reference material on a new candidate.  If a person is seen as edgy, ‘counter culture’, or defiant by any number of risk averse HR gatekeepers, one’s “old-paradigm” employability can be affected.  The subtle irony that the those who best understand the medium can make themselves unemployable as a result.

The opposite is also true: