An HR 2.0 Fail

I thought I'd wait a bit before posting this...
As you know I changed jobs not too long ago. During the last year I applied for several jobs and was asked to apply for jobs. One of those jobs was interesting for the fact that they had a 2.0 approach to recruiting. This company is trying to reach out to potential new employees in new ways. They also want to be more open about themselves by using social media. Their recruiting website clearly showed their (HR) employees were on Twitter, they used Youtube to tell more about working for their company, etc. I was impressed by it. And I also thought: hey, it looks like this company really understands 'the new way of recruiting/working'.
So, I applied for the job. I could upload my resume and other info to their site. Things went downhill from there...

Of course I got the automatic email saying they would get back to me within two weeks. After 3,5 weeks I thought I'd ask them how things were going. It took another week for them to reply to that email. Then, finally, after about 5-6 weeks they told me I didn't fit well with what they were looking for.
OK, no hard feelings. Really. Maybe I understood the job description incorrectly. Or maybe my resume isn't clear enough. So, I sent an email back asking them to clarify their decision. I asked for feedback, because they only sent me one line telling me I wasn't eligible. Another week passed by. I sent them another email. No response...

I'm not writing this to pick on them (and I'm not mentioning the company's name either). I think there's an important lesson to be learned here. The lesson is: If you says you want to go 2.0, you have to go full-circle.

Social media is not about pushing more information about your company, department or person via even more (new) channels. It starts with listening. Then start commenting and giving feedback. Listen some more and give feedback. Etc. Social media is about having a true conversation with a person (using technology). But if social media is the only thing you're focused on and you forget that good conversation can (and should) continue via 'old' media like the telephone or email due to confidentiality, people will notice and move away from you and/or your company.

What are your experiences with HR 2.0? Please share them with us!