CMO’s Guide to the Social Landscape
According to the CMO Club 81% of CMO’s plan to link their annual revenue to their social media investment!
But other studies show that many CMO’s are still confused about how to effectively integrate social media with their marketing and PR programs.
We often get asked whether a company should do it all in-house or outsource to an agency. Since the idea is to hold conversations with your customers and stakeholders, it should be obvious that someone at the company has to do the communicating.
An agency can help you get started. They can do the monitoring and content analysis, give you advice on content direction and editorial decisions and even assist with content creation. But the conversations have to be authentic interactions between the public and the employees of the company.
We can get your training wheels on and coach you for six months or so. Ultimately you must ride the bike yourself.
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What you write is very helpful for some people just like me .
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“Investing heavily” in social media is much different from “linking to revenue”. We’ve found that on average, social media investment for a $1b company comes in at somewhere around $100k. That’s quite small compared to the rest of marketing’s spend allocation. I do, however, understand and see companies “investing” in social more horizontally; rather than categorizing it as a specific silo (for instance, across their PR, Digital Marketing, Advertising, etc slices). I’m interested to hear your take.
Great post! I am the “social media advocate” at my company, and I sometimes have difficulty explaining the different ways each social site should be used and why – now I can share this lovely chart that explains it all for me! Thanks for making this – everything is explained well and easy to understand.
It will be interesting to see how some things change in the SEO department as search engines change how they crawl and index information to reflect the increased use and importance of social media.
I also love that you stress that social media should be used for “authentic interactions between the public and the employees of the company.” I think this is a hugely powerful statement that many businesses do not understand when using social media – it is a two way communication medium, not a platform to yell advertisements at people.
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Nicely put my friend. Keep these good tips flowing. I learned something new today lol. Thank You
Well thank you for those kind words. I am planning to increase my blog postings to every day at least. I hope that my blog is a resource for PR people searching for info in this field.
I found your blog very interesting. I will check back often to read your updates.