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Aligning Social Media Within Companies

February 20, 2010 By Randy Schrum View Comments

Here are two questions I get a lot:

1. Is it possible to align Social Media with a company’s current marketing and/or PR strategy?
2. How does that work?

Answer:

Yes, it is. Will it be easy? I don’t think so, I see many companies struggling within a couple of areas:

  • Social Media is a democracy, not conventional shove it down your throat marketing. Companies can kill their program before it ever gets off the ground if they don’t change it to “joining the conversation” or “enter the story” type strategy.
  • Next, often those who have been in marketing for a long time don’t deal with the change well, that advertising has moved to Social Media. Watch out for resistance and truly evaluate concerns as whether well thought out or just excuses not to do something.
  • Lastly, companies are struggling because they are putting their programs in the hands of people who are not truly versed and successful with Social Media. While putting a highly educated marketing professional in place can seem like the right decision, it may not be “if” that person has not themselves or been educated by those who have been successful in Social Media Space.

“It is critical that your company implements strategies that have been proven to be successful rather than operate off of theory.”

 

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Filed Under: Media, Sales, Social Media Tagged With: , ,

About Randy Schrum
Randy Schrum is the Executive Vice President of Sales for DemingHill, a Leading Corporate Social Media Consulting & Marketing Firm. DemingHill is a consortium of the top leaders in each of the core disciplines of Social Media for Corporate Business. Inclusive of Sales, Lead Generation, BD, Marketing, PM, Customer Service and more. Mr. Schrum is also Founder of RandySchrum.com & MyCorporateMedia.com, which features Randy’s Sales & Business thoughts along with special blog contributors. Many Business Executives, Owners, and Entrepreneurs have come to enjoy Randy’s practical thoughts & business insights. Additionally, Mr. Schrum is considered one of the leading authorities on LinkedIn & Twitter as co-manager of the #1 LinkedIn & Twitter Strategies group’s. He is the author of Twitter Strategies, which teaches businesses and Twitter users how to build on their business and professional goals using twitter.

  • I have seen this issue arise among several companies now, but I will not mention any names : ). The only sure way to fail in social media is not to try. One may have upsets and mistakes along the way but with trial and error comes knowledge. Knowledge and perseverance will eventually lead to success.

    But yes, save your company some time and perhaps invest in some training or a consultant who has more experience in the field. Define goals and a strategy to obtain them then keep on pushing.
  • Randy,

    Your remarks are right on!! Social Media has changed the whole world of marketing. For those companies that do not make the switch to a different marketing approach in the new world, their future will be in jeopardy. Keep getting the word out Randy!

    Thanks,
    Ross
  • I think that this is going to be the whole struggle for the "next thing" to do to build you business! Social Media "Looks so easy!" Something like watching the fabulous Olympic Athletes -- it looks so easy!

    In addition, a professional marketing person jumps in the deep end thinking "I can do this!" Oh-Oh!

    As you have mentioned before, it may take longer to over come that initial experience than companies can afford.

    This is the real issue facing business today! How do you do it? You better do it. I have not seen anything grow like this, and it is NOT going away!
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