Who handles social media at large companies? Corporate Communications? Public Relations? Investor Relations? Marketing? Website? Customer Service? Human Relations. Yes. And at large companies there are often regional and international offices. Yes and yes. Most large corporations have a number of agency partners, as well: ad agencies, PR shops, digital, retail, B2B, promotion shops – you get the idea. And God forbid, some of the people on payroll are career climbers trying to do some new things, new ways and name a name for themselves? So who is orchestrating all of this stuff? Is it the CMO? That wo/man with the 19 month shelf life?
Social media, one component of marketing, is creating a dilution of corporate brands and products similar to what global warming is doing to the glaciers and icecaps. We know it’s happening, we just don’t believe it. And we are having too much fun with our carbons. I mean social tools.
So what’s the fix Mr. Steve Poppe (as my friend Rachel might say)? An organizing principle that governs the product, its experience, and all facets of marketing. A brand plan: one idea (strategy), three planks.
Customer service, guided by a brand plan is better customer service. Pricing supporting a brand plan, better pricing. These are the words of the brand planner. Peace!
PS. Thanks to Altimeter Group’s Charlene Li and Jeremiah Owyang for the thought starter.