Too often organizations and companies are killing themselves at one of the most important times in marketing history. They’re doing this through internal strife and politicking with various parts of the organization trying to “own” social media.
As I said in my previous post about breaking down silos, this new revolution in word of mouth marketing will only fail in your organization if publicity hounds and quick-hit artists want to own and take credit for it. Everyone knows social and customer-centric marketing is a revolution and it will change everything forever. Because of the stakes and importance being so high, everyone wants to feed from the troff and take ownership.
Like the video of women fighting over discounted wedding dresses at a recent sale, everyone is rushing in and wants to grab ownership and, ultimately, the credit for making it work in their business. This mentality only works to destroy efforts and undermine the success of using social throughout an organization.
Every function in marketing can share and supplement activity in social to help the bigger team win. There is no need for jealousy, ownership or fear. Those who fear not controlling all of social only really fear being out performed by others. Instead of living in fear, they should embrace their fellow brethren and work to create the best integrated social programs. You can help drive this mentality through your organization before it’s too late.
This is the standard in the industry, not the exception. Plenty of big brands are missing out on huge opportunities due to turf wars and egos. Many of them will fail and then reinforce the phallacy social media and social networks are just a fad. Ultimately, their competitors will figure it out and will turn the corner while they get fat and comfortable.
The ownership mentality needs to end throughout the marketing universe. There is great opportunity for all – advertising, brand marketing, direct marketing, public relations, customer service – to succeed by working together. Together and cohesive, these functions can help your business win big at social.
Driven apart in silos where personal recognition and ego reign supreme, great programs will fail.
Which camp will you be in?