Next time you’re out running some errands, give this simple experiment a try. Visit a national company that you know has a strong social media presence, and then ask an employee or two about some social tools. Is the clerk at the register familiar with any incentives for Foursquare check-ins? Can the teller help you with your iPhone app? Does the waiter know what Yelpers think? Does the sales woman know about the discount you just saw tweeted?
If your experience is similar to mine, then all too often you’ll be met with a reply of “What’s that?” or “I’m not really sure.” I once told a hotel receptionist that I was the mayor, only to be asked “Oh really? Is this your first time staying with us?”