Organizations that can bring humanity and flexibility to their interactions with other human beings will thrive.

Seth Godin, Linchpin

I really believe what Godin is saying in the above quote, and I’ve tried to put it into action in the work that I’ve done. From responding in a personal voice on Twitter, to doing man/woman-on-the-street video interviews myself, to hosting a weekly Internet radio show, these are all projects in which I’ve tried to bring a personal face and greater level of connection to a very conservative Fortune 100 brand. If you work for a large business, then you know that we usually hire out creatives for these types of things. So from that perspective, I’ve also taken risks in my career by doing more creative projects than simply managing the project or content that is produced.

In fact, I think more Fortune 500 brand social media managers, directors, and executives need to actually “do” social media for the reason Godin states, rather than delegating it to agencies or entry-level employees. However, that is not to say I’m recommending that big brands to abandon all caution and do something like the new TV show Undercover Boss, which I think is too risky for most brands, especially those that are already very risk-averse.

Below are 3 ways simple ways the people working for big brands can show a little humanity in the social media world without freaking out their more conservative colleagues.

1. small group events – There are several variations on this theme that start with bringing a small group of people together, treating them well, and asking for their help, opinions, and feedback. I’d also recommend doing social media PR around the event to generate word of mouth conversations in social networks. Also, don’t forget to follow-up with attendees to further build those relationships.

2. conference sponsorships – you don’t have to drop huge sums of money here, and yet you can show up in small but very visible ways that leave social media footprints. One of my favorite sponsorships from last year was at BlogWorldExpo. We sponsored the conference programs every day and I gave out a fixed number of Starbucks gift cards to attendees who found me and shared driving safety tips with my radio show listeners.

3. shoot casual video – One of the first social media projects I managed was back in 2008. We shot a series of eight informational videos that are more casual and friendly than the usual scripted ways we show up in regular TV advertising. It was a small but cautious step forward – we still had a video crew and scripts, but there were no suit and ties nor contrived set. We shot at a crew member’s house in their driveway. I know the customary advice is to interview employees about new programs or products, but inside a big corporation, it could likely involve multiple departments and a more lengthy approval process. If you go with more conservative video, then you also have the option of choosing less conventional distribution options — say on websites where you don’t traditionally appear or even on Facebook.

These are just a few ideas. There are lots of ways conservative big brands can show up in social media. If you’re working for a conservative brand, I’d recommend taking it one small step at a time. You can still find ways to put on a human face and create flexibility for the brand.