Social Media for an Organization that has Email as Last Name, First Name

I recently got an email message from someone mentioning that their organization is heavily focused on enabling social media for their organization. The irony was that the name in the email came up as Last Name, First Name (Smith, Robert). Social media is about making connections with other people. With a handful of exceptions I don’t call people by their last names. (I have only one or two people that call me by my last name.) I find it interesting that organizations do so much to make it difficult for people to build relationships and yet are considering non-trivial investments in social computing. My recommendation if you want people to start to communicate more fluidly with one another. Make their email name friendly name [space] last name. By friendly name I mean Bob — not Robert or whatever name people know the person as.