My topic was “Navigating Social Media” and as I frequently do, I use text polling to find out how the audience feels about the topic we’re to discuss. The first question was “How do you feel about social media?” I felt very prepared for a range of answers since I run a technology company and have worked in a very large IT department in a large corporation.

However, as the first text results came in, I was quickly reminded my how much I differ from Big IT. The first result used profanity which made several in the audience gasp. I responded with, “Ohh, did I not mention there’s no filter? If you want to be silly, go ahead!” As more results flowed in, several said “waste of time” and “huh”, but overall the popular response was networking. You can see the tag cloud of responses here.

I told the audience I agreed many times social media can be a waste of time, but there are some things to be learned from it for us as professionals and for our careers. At this point, I still didn’t have the audience. I could tell there was resistance to the topic, but I pressed on. I talked about the shift in the web from one-way to two-way conversations and what were the latest trends. I tried another text poll which brought on a few more less than desirable responses. I thought humor might win them over and offered a prize to one of the off-color remarks, but no one would claim it. At that point, I knew I had to change course.

While being as tactful as possible, I told these folks how the local twitter community “bashed” their company for communicating so poorly during the ice storm, how I use Twitter first for news and my local tv station second (at best) and how we’re never going back to the way the web was. I explained how several national brands are getting “murdered” online about their products, culture and customer experiences and some (like @mystarbucksidea, @Comcastcares and @Ford) are doing it right.

I can’t say that I won everyone over with the examples, but I did notice many sat up a little straighter and the overall room seemed to change. I re-focused on my original three points and decided to tell some personal stories about my social web mistakes and usage. If you’ve seen me present, I stuck with the same format of funny pictures, lots of screen shot examples and a lively pace. As I moved through the presentation, I realized these folks weren’t against the social web, but were more likely to be fearful or challenged by it’s growth and direction.

Even after some challenging crowd reactions, I still consider myself one of them. Sometimes Big IT is about control and my view of the social web doesn’t jive with that mindset. I also realize Big IT has to have more rules, structure and policies than my company to protect company’s assets, but I still think there’s some middle-ground for them to actually take advantage of these social tools. For now, I eagerly await the survey results and I’m hopeful some folks learned the social web is more than networking and a waste of time.