December 20, 2012 4 Comments
I’ve written before about who “owns” social media in any given organization (see: Who Owns Social Media? Ultimate Answer: The Opposites) During my decade at AOL (Community and Social Messaging), we worked in the Product dept., although viewing “product” as the home of social media may have been unique to the situation, both in the company (one of the first online community hubs) and the time (mid ’90s — mid ’00s). At BusinessWeek, it was the digital dept and for sure, what better place for a digital tool like social media to live? But at Bloomberg LP it was the Communications dept and that certainly made sense and where I am now, KPMG LLP, it resides in marketing.
So, I can tell you from experience, there are arguments for social media being based in whichever department I (or perhaps, you) work in at the time. As stated in my prior post it the goal should be that social media live everywhere in a modern organization and so usually I try to stay departmental-agnostic. So I am always on the lookout for some function-based thought leadership piece that makes a good case for why social is a key tool for them.
That brings us to this article,’12 From ’12: The Ultimate List Of The Year’s Top Marketing Lessons‘ on Forbes written by Lisa Arthur (CMO of Aprimo), where she lists her key marketing developments from 2012:
|1) Marketing is transforming||2) It’s all about engagement||3) Accountability means transparency|
|4) Social is a strategy||5) Mobile is moving to the top of the agenda||6) Showrooming is here to stay|
|7) Zombies live among us||8) Technology rules||9) If you don’t have expertise, partner with someone who does|
|10) We’re stronger together||11) It’s never too late to start changing the game||12) Stay agile|
It struck me that, without exception, what she is saying about marketing is also true about social media. Read more of this post