Archives for the month of: January, 2011

The most popular discussion on LinkedIn’s “Intelligent Social Media” Group asks a pressing question about social media ownership within companies: Who should own the social media responsibility in corporations? Obviously, this is a loaded question with multi-faceted answers but the best discussions on LinkedIn generally are. Jay Baer, founder of Convince and Convert, and Amber Naslund break down this frequently complicated issue in terms of football. Even if you’re not a sports fan, the analogy is easy to understand and implement for any sized organization.

The coaching staff can be large or small but should represent many different departments including Marketing, PR, Communications, Investor Relations, HR, Customer Service, and IT—just to name a few. The players are the listeners and implementers, they are the ones making it happen on the ground level and interacting with customer conversations directly. They should be well-trained and well-versed in the tools and procedures and managed accordingly. The participants that develop the strategies for each facet of social media represent The Booth. The Booth may not require daily involvement but is important to developing a strategy that will increase ROI and accomplish communication goals rather than just being present without any real objective.

3 Key Roles to Make Your Social Team Scalable

One of the continuous discussions and questions surfacing in the social media chatterbox is that of “who owns social media?” Is it marketing? Public relations (PR)? Customer service? Continue Reading…



In the spirit of blogging in 2011, here’s the standard obligatory blog post with predictions for the year: Brian Solis has predicted a bit of doom and gloom in the social media space for 2011. Many marketing departments poured money into the medium in 2010 without any real planning and even worse, no tangible goals were set to increase sales using social media. After all, “Failing to plan is planning to fail,” says Brian Solis. But perhaps these mistakes can be prevented before they fail, Mark Schaefer hypothesizes.

While Brian is likely correct in his assertion, blogger and strategist, Mark  Schaefer offers some additional insight that makes this issue more complex. Essentially, he addresses not only the lack of planning but also the inability of companies to adequately adjust to the real-time fast-paced nature of social media. Second, simple ROI metrics, while telling, aren’t the end-all and be-all of social media success, qualitative results can be even more telling but don’t translate well to an excel spreadsheet. He then elaborates on the fact that adoption and enthusiasm from the top level of the organization will also likely correspond to the successes of social media in a company because of the company-wide integration necessary for social media success. Most importantly, Schaefer notes that even the safest companies and highly regulated industries can implement social media internally to connect employees for collaboration across global enterprises.


See the full posts below:

In Social Media, Failing to Plan is also Planning to Fail by Brian Solis

Five Hidden Secrets of Social Media Failure by Mark Schaefer

By Fred Clayton, Principal, Trufflepig Search

No, social media marketing is not limited to consumer marketing. Surveys show that business-to-business enterprises have surpassed consumer companies in every category of social media usage except one, advertising. B2Bs have harnessed the power of social media to establish themselves (either the company and/or the executives) as thought leaders in their industry, and to get crucial “crowdsourced” feedback which enables quick changes to business products and services in the market, and aids in accelerating new developments. If you are a B2B still pondering the question: “Where is the ROI for me in social media,” read this article:

What the Future Holds for B2B Social Media Marketing

Promoting a brand through social media is no longer unique or novel — it’s simply the norm.  From Starbucks to taco trucks, the use of social tools like Facebook and Twitter to spread awareness about a business to customers is widespread because that’s where brands find prospective customers and engage with existing patrons. But what about the use of social media between businesses… Continue Reading, Click Here



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