I’m a fairly resourceful guy. Don’t get me wrong – I’m no Chuck Norris, but I’d like to think I’m pretty good at working a way around a problem. Just give me a little time and I’ll work out a way. May not be the right one, but if it’s workable then that’s all I need.

Which is why I get frustrated when simple things turn out to be anything but.

Take milk cartons, for example. Almost 100 years old now, they still have the same basic design flaw that the very first ones did – the cardboard spout that the milk comes out of when you pull the flaps apart. Not only can they be a pain to open without spillage, once you’ve managed to open the carton then the fun’s just beginning.

If you’re like me, sometimes you just like to drink from the carton when you’re really thirsty. (And no, it’s not gross to drink from the carton!). Trying to do that, however, without getting milk all down your top is second only to sneezing with your eyes open for levels of impossibility. Strike one against consumer friendliness.

Then you have the plastic ninjas. You know when you buy a new pair of scissors, or a carving knife, and they come enveloped in that tough plastic to stop you accidentally cutting yourself when opening? What they don’t tell you is that you don’t get a chance to cut yourself because they’re impossible to get into in the first place! You need another knife or pair of scissors to open the new ones – doesn’t that seem just a little counter-productive?

So why do we make ourselves like milk cartons and plastic ninjas when it comes to social media?

I read a great blog post today by Lisa Hoffmann. In it she suggested that the reason so many companies aren’t getting into social media is because we’re scaring them away. Yes, the people that evangelize most about social media could be the ones responsible for stunting its growth.

We’re doing this by pretending to be experts when there’s still so much to learn. We do this by telling businesses their approach to social media is rubbish and they should follow our lead. After all, we’re the social media experts and we know best.

Except we’re not and we don’t.

We may know what’s best for our needs, but until we get to know about a business we don’t know about theirs. So why do we jump straight in and say to business owners, “Get a Twitter account now. Join Friendfeed. Start Digging. You’re nothing if you’re not on Facebook.”

Instead of telling businesses what they will do with us, shouldn’t we be saying what they can do? Show them what’s available and what each benefit is, as opposed to join this or sign up for that or else you’re missing out?

Yes, businesses need to get into social media and begin building their community. But unless they’re able to do it the way that is right for them and not simply just right for us, then they’ll continue to be disappointed with the results. And frustrated.

Much like trying to deal with milk cartons and plastic ninjas.