For all its plus points, social media is still a vastly misunderstood medium, particularly by businesses. The story of Bob is a prime example (not real name). As Chris Brogan points out in his blog post, Bob is all too typical of companies today that don’t understand social media. Even though Bob was showing his employers in a good light, they weren’t happy. So why is this? Why do so many businesses just not get it? And can their mindset be changed?