You'll know that consumer facing organisations are investing shed loads in social media. Right? But how intelligent is this investment? Are they even getting the basics right?

Thinking or just acting?

This is the number one differentiator in my book between the success stories and the also-rans. There are those who truly 'think' social. They have reviewed operations from the ground up in light of the age of social media. Every aspect of business is reviewed systematically through the lens of social media, and strategy is developed on this basis. And whilst they are to be celebrated, this post is about one company that has visibly #failed in my eyes in recent weeks.

BT's woeful social inadequacy

BT Ireland logo (2005 - Present)

Image via Wikipedia

BT is the UK's number 1 Internet Service Provider, yet a May 2011 upgrade to the firmware of its customers' home routers left Linux users unable to connect to it.

And in case you didn't know, Android, the world's fastest growing operating system for Smartphones, is based on Linux. So BT does not currently provide me Internet service for my Android phone, leaving me and other customers in my position having to use the more expensive 3G data networks than home broadband. Disgraceful.

But this isn't a blog about ISPs. This is a blog about social media and customer relationships and business performance. Enter BT's support forum (at Read more