Maddie Grant is a social media consultant at Socialfish, and has observed that companies that have trouble integrating social media tend to have deeper organizational issues. For instance, let’s say your company doesn’t collaborate. That’s a problem with the company culture. Let’s say you don’t actually trust your staff to represent the company. You may only trust your media spokesperson.The essential challenge, according to Grant, is to manage the shift “from a company that’s used to having one or two people who are enabled to speak for the company” to all of a sudden having everyone speak for the company. This is not a social media problem. This is a change that needs to happen in the company culture. Her recommendation?Identify the communication gaps.Use social media to drive deeper organizational changes.Create an interdepartmental social media team.