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Posts tagged ‘marketing department’

9
Jan

What should happen if you remove Marketing from Social?

removing the marketing department from social media

Source : Flickr @robpatrick

What would happen if your marketing department stopped being active on Social Media? Or what should happen?

When companies develop their presence on social media, it is usually the marketing department taking the lead by creating accounts on social media networks, a social media policy, a digital marketing strategy…

Then they become active on these networks by answering their questions, inspiring them with great content, and listening to their needs.

Smaller companies have only 1 or 2 people developing these social relations, larger companies have whole teams of “conversation managers”.

Limited presence

Although I understand the approach, and support the approach, these teams can only be present at a limited amount of networks, or “circles” as I call them.

  • They just cannot be present in all the social places where your customers, partners, suppliers, investors, or competitors are present.
  • They just cannot be aware of all the different domains of expertise that are required to have a holistic approach to social networking.
  • They just cannot be authentic about every topic they are involved with on these networks.

I probably can think of a number of others reasons, but you probably get what I mean.

Now think of a small company, let’s say 10 people. What’s the impact of one, usually part-time, marketing person, on all of this? You guessed it. Not a lot. He/she just doesn’t have the time to do a descent job with social media.

And now imagine a bigger company, 1000 people. Here you’ll have a team of, I don’t know, 20-50 people working in marketing and being part-time or some full-time occupied with social media. Again, the impact is minimal.

Taking away the marketing department

My point is, I don’t think social media is the sole responsibility of the marketing department. Oh yes, they play a guiding role in aligning the efforts with the company strategy, and making sure all the mechanics like a policy, processes, training, tooling, etc… are available.

But in essence, everyone in the marketing department should be aligned with a number of objectives which could look like this : Read more »