culture change. If you're expecting your social media efforts to bring about a new era of openness and collaboration in your organization, you should probably think twice. These tools, services and channels are great at reflecting organizational culture, not shaping it. They can certainly be used as part of your efforts to open up your organization but if you put the proverbial cart in front of the proverbial horse, you're not going to get very far (psst, the good news is the culture of openness and collaboration probably exists somewhere in your organization, you just may not have seen it yet). As with any emerging field, there's an undeniable temptation to chase after the latest shiny new object in the social media sphere. Above all, we're going to try to stay grounded in the tangible and keep doing things that will bring about measurable results. It's in the DNA, after all. And we all know what happens when you mess with DNA .