Discussions about the ownership of social media at the level of departments are archaic, exhausting and irrelevant, Christopher Barger, Christopher Barger, former Director, Global Social Media, at GM and author of The Social Media Strategist says . Social media marketing is teamwork. By definition, there are various stakeholders involved. It is about the consumer and your business objectives, not about turf wars. In practice, however, a social media team will often be more related to a particular division and even be led by it.
In their book "Humanize", Jamie Notter and Maddie Grant write, “we have to be careful with the idea of trust because as an idea, it has achieved a status dangerously close to notions like motherhood and apple pie”. I agree.
Both authors emphasize trust is a very personal matter and point out how it is related to the parent-child bond. I agree again.Earning trust: culture, cultivation and responsibility
Marketers know how important it is to use customer data in order to improve their results and customer satisfaction, the step towards brand advocacy. Research by Experian, shows 72% of respondents (UK) confirm this. As Experian says, ‘companies understand the importance of customer-centricity but fail to come to terms with data explosion’.
It’s clear that optimizing customer experiences is becoming increasingly important in organizations. This is not only the case in marketing by the way. A Gartner report shows that customer experience has entered the top 10 of CIO technology priorities for 2012. Guess why? Indeed: because management wants it.
“The focus on the customer is increasingly important for business leaders, despite times of continued economic uncertainty and government austerity,” Gartner’s Jim Davies says.
He continues: “Effective leaders use technology to strengthen the customer experience regardless of the economic environment, and they see customers as the key factor in helping their business deliver growth and operational efficiency in 2012. They also understand that a new strategy is needed to embrace social and media trends.”
Newsweek.com recently asked out loud a question that many of us have pondered (at least, I hope you did) about Facebook, Twitter and social media in general: Are we looking at another dot-com bubble getting ready to burst? It’s a damn good question because as Newsweek points out, there are some eerie similarities between what happened 15 years ago and what we are seeing today.
Social media and those companies feeding off it or building it have exploded in the past two years. Most would agree that 2010 was the year of social with brands and agencies scrambling to first understand it and then integrate it into their marketing strategies. However, what are companies such as Facebook and Twitter really worth? What do they have to offer?