Last Winter, I began discussing the idea of creating a new community for the Susan G. Komen for the Cure Minnesota chapter. The need was clear. Nearly 45,000 participants and volunteers descend on Mall of America in Bloomington, Minnesota each Mother's Day to show their passion for the promotion of breast health and for finding a breast cancer cure. There is an intense energy in the air that builds during the weeks leading up to the event.

That top-of-mind awareness wanes quickly following the event. The idea of creating a vibrant online community might serve to extend that energy throughout the year.

Robin Bordoli of Headmix invited me to join him in New Orleans early this week for a part of the ACCM 2009 Conference . Headmix was there as a sponsor of the Strategic Advisory Board reception. During this event, Direct Marketing Association (DMA) VP of Catalog & Multi-Channel Merchant Segments, Neil O'Keefe, announced the formation of the DMA's first social media advisory council. Robin, along with Peter Daboll of Bunchball and Sev Maynard of Cooperative Labs are the first council members.

The session held yesterday provided a glimpse into how the DMA members are thinking about social media, and how it may benefit their business (now and future).  It was my observation that the idea of social media (while not being employed regularly) has been on the minds of these business leaders. Reaction from the participants ran the gamut.

This SlideShare presentation created by Bud Caddell of Undercurrent last month is a great illustration of the conversations that might be taking place repeatedly during business marketing meetings.  It has some great quotables. 

Image via Wikipedia

Are you sure you want your company participating in social media? Really? You're sure?

Chances are that, if you are a company leader you are FAR from sure. Rick Mahn suggested in a recent blog post that company leaders are reluctant to allow their company to utilize social networks/media/tools because of a need for trust. I agree with him to some extent. There is a lack of trust. However, I think that lack of trust comes from a generational stigma that causes fear.