As a member of the SHRM Blog Squad and an author who writes about the business case for social media and who is also an experienced HR practioner and consultant, I don’t mind talking about why social media matters. And I’m proud of SHRM for jumping in with two feet into the world of social media.

Picture social media like a giant 18 hole golf course. You and your some business associates are golfing to benefit a local non-profit. Aside from your friends on your scramble team, there are millions golfing on this social media golf course at the same time although maybe for different reasons. And while you tee off, you laugh, joke, and maybe enjoy some adult beverages with your conversation weaving in and out of topics from personal to family, and business with your friends and those around you.

Just like in real life sometimes those conversations and connections with your golfing buddies move and flow with no real purpose or agenda. What matters from a business standpoint isn’t the business conversations but the personal relationships that are developed that benefit you and your new friends in the long term.

This is social media.

And because this golf course has millions of professionals across industries and across the world, you can get golf tips, business recommendations, and suggestions with just the click of a mouse. Bloggers, writers, practioners, and professionals are writing and offering their opinion, suggestions, and recommendations trusting you as a member of the social media country club. And this country club has open access to anyone at anytime with little or no cost or barrier to entry.

Just like golf, social media is not for everyone. It is however, a recognized game of business where individuals seek to become skilled and comfortable with the different clubs and learn to navigate water hazards and sand traps hoping to improve their game to benefit themselves and their business in the long term. And just as in golf, what often matters more is not being the best on the course but understanding the strategy, the economics, and the global and local context in which your company or business works while providing your company an advantage at the same time.

Because as an HR professional we seek to help grow and benefit our business with a new and different human capital perspective and if golf course can help you help your organization, isn’t it worth giving the swing of the clubs a chance?