Despite the best intentions of agencies and consultants, social media integration is bound to meet huge resistance until top management says it’s … OK to spend time and money to integrate it into the company’s marketing and culture….Example: The marketing team of an international manufacturer of electronics wanted to know how the company could begin to use social media and we discussed the many p ossibilities….A company that hasn’t learned to listen to its own employees, and encourage them to collaborate internally, is not likely to succeed in integrating social m … edia tools into its marketing mix, no matter what agency or consultant they hire….For example, I recently handled social media advertising for a major retail chain’s holiday microsite. … Further, the marketing department refused to allow a dedicated e-mail to go out to the company’s…