That Social Media Manager May Be Right Under Your Nose
Where's that social media manager your company's been looking for? "Most likely in your office," Frank Eliason, SVP of Social Media at Citi, said Monday at OMMA Global.
Indeed, a company's top brand influencer often works for the company in question, according to Pauline Ores, Enterprise Market Engagement Consultant.
Where in the company, exactly? In marketing or PR, perhaps? Well, "PR people understand how to communicate," said Marcy Cohen, senior manager at Sony Electronics.
Seeming to side with Cohen, Ores said: "Marketers know about pushing out."
"It's not marketing, it's not PR," Eliason said of social media. "It's about the customer -- it's about what they want."
Either way, "Everything is changing so fast -- You need someone who craves that," insisted Josh Karpf, senior manager, Digital Media Communications at PepsiCo -- "someone who understands and appreciates technology."
According to Eliason, however, the greatest challenges that social specialists are likely to face will come from within the company. The "struggle point" comes from internal politics, he said -- "getting that internal buy-in."
Sony Electronics, for its part, presently has two different agencies managing two different Facebook pages for the company -- a model that didn't always sit well with Cohen, who "wasn't a fan of anyone creating content for us."
Karpf said Pepsi prefers to keep the creation of social media internal, because "no agency can do everything well." Eliason also said Citi preferred to keep "real-time" conversations in-house.
For agencies that are handling their client's social strategies, what's the surest path to success?
Take the focus off the client, Eliason suggests, and put it on the client's customers. "If you want to be successful in the space, listen to [your client's] customer."
Also, be prepared to make a long-term investment, adds Ores. 'If you're going to do 'community,'" she said, referring to a total social strategy, "that's like adopting a baby."
Recent Online Media Daily Articles
-
Yahoo To Buy Tumblr For $1.1 Billion May 19, 7:26 p.m.
The Yahoo board has agreed to acquire popular blogging site Tumblr for $1.1 billion in cash, ... -
Weather.com Develops Real-Time Data Ad Targeting May 17, 5:12 p.m.
Weather.com has begun using audience segmentation data from Lotame to develop real-time ad targeting services based ... -
MetroPCS Drops Challenge To Neutrality Rules May 17, 4:44 p.m.
T-Mobile's newly acquired MetroPCS withdrew its challenge to the Federal Communications Commission's net neutrality rules on ... -
'Geo-Conquesting' Drives Higher Mobile Click Rates May 17, 3:56 p.m.
The practice of conquesting -- running advertising for a brand or product near editorial content about ... -
Cox-Backed, Skyword Raises $6.7 Million To Enhance Content Creation May 17, 3:34 p.m.
Internet services and utilities will rely more on content as the industry matures. Shereta Williams, vice ... -
Ford, Jeep, Chevy Top Digital Auto Brands May 17, 1:09 p.m.
On the digital proving track, Detroit is beating out the competition. Ford, Jeep and Chevrolet were ... -
Choosing Sides: VivaKi Backs comScore; ABC Throws In With Nielsen May 17, 9:52 a.m.
In a battle to control the future of the ad industry’s currency, Nielsen and comScore each ... -
Yahoo Adds Tweets To News Feed May 16, 6:18 p.m.
Yahoo will incorporate selected tweets into the news feed on its redesigned home page through a ... -
Mozilla Puts Cookie-Blocking On Hold May 16, 6:16 p.m.
Mozilla is putting the brakes on plans to block third-party cookies by default in the upcoming ... -
Mobile Ad Results In Line With Rich Media May 16, 5:39 p.m.
Mobile display ads perform roughly on par with rich media ads in terms of click-through and ...
Be the first to comment on "That Social Media Manager May Be Right Under Your Nose"
Leave a Comment