It's slow, but a new medium changes old thinking, including my own, like any experience with a new way of doing things, including lean.
In my old marketing paradigm, I would think of using social media like LinkedIn, Twitter, or Facebook to "drive" readers to my blog, my product, or membership in my organization. But users socializing in these venues are independent-minded and not about to be driven anywhere.
I'm not going to use marketing-speak when communicating in social media, because in this world, people are immune to pitches. If I'm sincerely sharing feelings someone relates to, or opinion someone can either agree or disagree with, if that makes them interested, engages their emotions even just a little, they may choose to follow my path to something I've suggested might be of value to them at the moment.
The obvious dawned on me--I didn't just know it; I felt it. It's social, stupid! Our emotional brain is at work, not our thinking brain. Yes, we may be inviting someone to an article or website with facts and rational arguments that may even result in a sale from time to time, but the invitation is personal, even if it goes to a lot of people.