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« My Favorite Tweets for August 1 - 15 2010 | Main | PBworks Provides Customer Relationship Collaborative: CRC »

August 17, 2010

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Allen Bonde

Great question - and I agree the survey answers are pretty honest & telling.

When I have my consultant's hat on, I would favor a more strategic approach to social media/marketing/commerce driven by lots of discussions, discovery, benchmarking, a proper mission, practical KPIs and roadmap etc. But as you point out not everyone is on-board with this level of commitment or investment. Interestingly I find that customer service organizations and those that have invested in online support and self-service efforts are more likely to be open to this approach vs. marketing folks.

Of course I also wear a marketing hat myself (at Offerpop), and given everything on my plate - and the fact that our product actually is a platform for social marketing - I tend to fall back into tactical mode in practice! As long as your social marketing programs are guided by some best practices and frameworks like our maturity model (see http://blog.offerpop.com/?p=23), AND you track KPIs and make adjustments, I think a (mostly) tactical approach can work pretty well - at least when starting out or when you are part of small-ish org.

What do you think?

Allen

bill  Ives

Allen

Thanks for your practical advice. Of course strategic to tactical is a continuum rather than a either/or situation. You still seem to be on the strategic side of the equation. I also wear a marketing hat at Darwin Ecosystems and I am aware of what you mention. We should talk some time. Bill

Jesse Stanchak

Bill,

I like your take on our poll. Have you seen this? http://smartblogs.com/socialmedia/2010/09/01/team-smartbrief-wants-you/

bill  Ives

Thanks Jesse. I applied for your new role.

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