The olympic games communications team have rightly been being criticised for imposing constraints on the use of social media by volunteers for the duration of the games. This is naïve on so many levels.
It is a missed opportunity. Allowing volunteers to be part of communication about the event could have generated so much genuine involvement and enthusiasm. Any official use of the tools is likely to be stilted and ineffective in comparison. Trying to control use of the social web in this way in this day and age is impractical. It makes the organisers look stupid.
They are not alone. Most people running our institutions don’t understand what is happening and don’t know what to do about it. They pay agencies to do it for them and the agencies themselves don’t understand what is going on, or find it challenging and try to retain their own form of control.
It doesn’t have to be this way. This is not rocket science.