One of the findings in practically every recent study on social media is that in older companies cutting edge social media initiatives are sometimes harder to get off the ground because of the powerful muscle memory formed from years of success.  But, as many communicators in these companies undoubtedly know, the way we operate is changing and communicators at all levels of the corporate world find themselves fighting that muscle memory of broadcast-style push communications techniques.  Certainly this generalization doesn’t apply to every company; it may not even apply to most, but for some it seems a formidable challenge.

But support for the social media buy-in proposition is coming from an unlikely source … the U.S. Army.

A recent New York Times piece explored a new pilot program of wikis launched by the Army for developing a number of its field manuals.  These “rules of the road” documents were historically written by military thinkers at the various educational and training institutions across the country.  The pilot program allows for editing and adding content by any active soldier, from Private to General, using technology similar to Wikipedia while requiring that each entry be attributed to someone.

The Army was officially formed by Congressional vote in 1784, so clearly even centuries of muscle memory can be overcome.  And if ever there was an institution in this country focused on hierarchy and top down communications, the U.S. Armed Forces is it.  Embracing the idea that active soldiers have real and important information to share with their fellow soldiers, the Army has implemented a transparent two-way dialog system to the glowing support of some and the vehement disagreement of others.  But they did it anyway.  They’ve found a place where open engagement can add real value.

Time will tell whether the program is successful or, but I think there is a bigger point here … and a bit of ammunition.  To every executive that pushes against communicators trying to drive social media programming, I ask this question.  If the Army can embrace social media in developing the documents that dictate, at least some, military activity, is it really too risky to enable employees to have a voice?

The Army’s activities are a powerful data point in an already compelling story for social media.  But more than that, the initiative is inspiring.  It is support to those already innovating and hope for those trying to do more.