MeshMarketing 2014 is here...and I have a discount code for you

I've lost track of how many Mesh and MeshMarketing conferences I've been to since it started in Toronto in 2006. While the venues have changed, the quality of the speakers and the organization of the conference has always been top notch and a must-attend for those of us in this city's digital and social communities.  

With the one-day MeshMarketing 2014 scheduled for November 6th, it looks like we're in for another great day with a selection of speakers that will inform, entertain and challenge us to dig a little deeper and work a little harder to fully understand the potential of the digital world from a marketing perspective.

Be sure to check out Ann Handley's talk on Content Marketing.  She is a gem.  You'll leave with all sorts of great advice that you can start applying for your clients and yourself.  It's a packed schedule filled with great sessions.

The fine folks at Mesh have given me a discount code to share that'll take 25% off your registration.  So an already great deal becomes very hard to pass up.  Click here to register and don't forget to click on the link that says "enter promotional code" and type in "davidmesh" for your discount.  

See you there.

It's all about the ecosystem. David Jones joins YouTubers on Buffer Industry Day panel

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Panel rockers at @bufferfestival with @bobjenz @heynadine

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Social Lab's David Jones joined YouTube stars Nadine Sykora and Bob Jennings of Annoying Orange fame on a Buffer Industry Day panel discussion titled "#Amplify Your Audience" moderated by What's Trending host Shira Lazar and also featuring Matt Martin of Lucasfilm.

Intrepid IT Business reporter Candice So covered the panel in detail, which focused on how creators and brands can use the a variety of social platforms to build an audience for their social content.  Her full article is available on IT Business.

Held in Toronto, Buffer Industry Day is a conference aimed at industry professionals looking to optimize YouTube as a content and talent development platform and a marketing and distribution channel.  It is produced by the Canadian Film Centre's Media Lab in partnership with Buffer Festival.  

 

POV: The opportunity for big brands on LinkedIn

In the Critical Mass social team's latest POV, the team has put together an insightful and useful document outlining the opportunity for big brands on LinkedIn as the "professional social network" continues to introduce new functionality for company pages, an evolving paid ecosystem and a useful API.

If you've looked past LinkedIn to focus on Facebook and Twitter over the years (like I had), this POV will give you an up-to-date perspective on how to approach LinkedIn for your brand and give you the roadmap to explore the space and build a strategy that makes sense.

As always, feedback and alternate viewpoints are welcome.

Coincinding with this whitepaper, Critical Mass will be hosting a panel discussion with LinkedIn as part of Social Media Week in Chicago on September 23.  As of writing, there are still a few spots left for this session featuring CM's Daniel Honigman and LinkedIn's Ryan Walker.

The embedded deck may be a little small to read on screen, so either hit the full screen button or download the document as a PDF.

POV: Google+ for Brands

It's been 18 months since Google Plus launched Pages and many brands have been tentatively exploring Google's fledgling and enigmatic social network. Many have had great success, while others are still confused as to why they would build yet another social presence beyond what they've accomplished on Facebook and Twitter.

In short, determining how Google+ fits into a brand's growing social ecosystem can be a challenge for even the most seasoned social marketer. In this Critical Mass POV, our social media team reviews the most interesting features and benefits to brands using Google+ Pages, outlines some great use-cases and offers some guidance on how your brand may want to approach Google+ now and in the future.

Facebook tweaks News Feed and Timeline: implications for Brand Pages

The Critical Mass social media team has put together a handy guide for brands trying to make sense of the latest changes that Facebook has made to the way it displays content in the News Feed and Timeline.  Even though only user Timelines have started to change, it's a safe bet that these modest adjustments will carry over to Brand Pages in the near future.

Facebook Graph Search - Implications for Brand Pages

Facebook's much speculated on announcement today was a bit of a letdown to those expecting them to be buying RIM, Netflix or launching their own Facebook phone.  But it seems they've finally got around to doing something about their terribly underdeveloped search capability.

While this feature is aimed squarely at users, I've drafted a quick POV on the implications of Graph Search on Brand Pages as it will have some impact on brands in the future.  Let me know what you think.

Facebook Graph Search - Implications for Brand Pages by David Jones

A new chapter for me at Blast Radius

I started an exciting new gig today as VP, Strategy-Social at Blast Radius in Toronto. As the social media experience that connects brands and consumers has moved from wondrous/worrying new phenomenom that many weren't prepared for to business-as-usual in every brand's marketing playbook, I've found myself playing a larger part in strategy writ large rather than finding ways to introduce and integrate social media into the execution of big ideas for brands.  The complete fusion of social into brand communications isn't entirely finished, but it's getting pretty close.

And while I enjoyed working with cross-discipline teams across BBDO & Proximity and their sister media & PR agencies, when presented with the opportunity to work at an agency that focuses exclusively on digital experiences with an equal representation of cutting-edge design, technology and engagement it was an offer I couldn't refuse...even though that meant leaving the reigning Strategy Digital Agency of the Year and a great team of colleagues behind.

Equally awesome is the structure of the existing strategy team in Toronto (more on that in the future) and the fact that my colleague Keith Liu who has moved from Blast Vancouver to Toronto as VP, Strategy-Mobile will be bringing complementary expertise to the strategy table in mobile, gaming and e-com.  I can't wait to get rolling with such a strong team of digital pros here at home and throughout the world, including the talented Brenda Fiala who oversees Strategy in both New York & Toronto.

Have a look at Blast's current reel and you can see why I'm excited to joining such a classy outfit working with some of the world's top brands:

T-Day: Getting ready for Facebook's Timeline for Brands

Facebook flips the switch on Timeline for Brands on March 30th, giving Brand Pages a makeover that some may not quite be ready for.  With just a month to reimagine Pages since the switch was announced at fMC on Feb. 29, I'm sure many brands haven't fully recognized the urgency.  With the countdown on, the SocialWork team at BBDO Proximity created a handy guide to walk brands through the necessary actions to take between now and March 30th and a few more they can get to later.

Feel free to share and pass along to anyone you think this may help.

Whitepaper: Facebook's Timeline Era

Since Facebook announced its evolution at F8 back in September the SocialWork team at Proxmity Canada has been studying the impact of this change on how brands maintain relevance to their fans on the world's leading social platform. With last month's fMC announcement that the Timeline format will be introduced to brand pages by March 30th, Facebook's evolution seemed close to complete.

This fundamental shift in how Facebook will operate prompted our strategy, creative and technical leads on our SocialWork team to provide a joint perspective on how these changes affect brands. The whitepaper below explains what the Timeline Era and its "frictionless sharing" means to brands on both personal profiles and brand pages and how the complete Facebook ecosystem needs to be considered when planning a social strategy.

This document isn't about pixel sizes, canvas specs or technical how-to.  There are lots of those on the web already (and we've got one of those coming out, too).  "Facebook's Timeline Era" is aimed at brand managers or social media community managers trying to get their head around what the changes to Facebook mean to them and the brands they represent.

Feel free to download, share and use the information.  We're issuing this with a Creative Commons license. I and the team would love your feedback.

How well do the top brands participate in social media?

UK-based social media consultancy Sociagility (founded by my former H&K colleagues Niall Cook and Tony Burgess-Webb) have issued an interesting scorecard called the Sociagility Top 50 that shows how the world's top 50 brands rank in relation to how well the participate in social media.

Using their proprietary PRINT (popularity, receptiveness, interaction, network reach, trust) methodology, Sociagility has mapped the relative social media effectiveness of the globe's biggest brands (based on Millward Brown's BrandZ and Interbrand's Brand Value studies).

It's an interesting measuring stick to see how your favourite brands stack up and also to see how your brand or client stacks up against these category leaders.

Twitter: the new complaints hotline

Telephone operator.png

I've never been a big proponent of the many organizations who rushed into Twitter to deal with all the negative tweets about their brands or services. Often times this was a directive of the PR department who looked at Twitter as a channel to manage online reputation.

While reputation management is a part of a good social strategy, I've always felt in my gut that it's impossible for the communications department to serve as de facto customer service/tech support/consumer complaints personnel solely based on a familiarity with the channel. Planning a Twitter presence should be part of a broader communications and/or social strategy. It should based on customers' journeys with your brand over time and ladder up to how you want your brand to be perceived in the long term.

Figuring out how to deploy Twitter isn't as straightforward as setting up an account. Every brand has different needs and requirements in the space. Sometimes you need to have multiple Twitter accounts to talk to multiple constituencies i.e. consumers vs enterprise vs developers and sometimes you've got geographic or language considerations to think about. In my view many brands have been too literal with their customer-oriented Twitter handle. Using "Cares", "Helps", or "Support" are very restricting, though commonly used. Your handle is less important than the speed of response and the quality of the interaction with your customers. That's what really matters in customer service.

Thinking about a longer term relationship over a short term customer transaction will get you thinking of handles like "Ask", "Connect", "Talk", "Voices" or simply your brand. I have three concerns with the path many brands have charted and others have quickly followed that are great for customer service and not-so-great for building a long-term relationship:

  1. Creating a fast-track customer service hotline
  2. Sharing the knowledge
  3. Putting their brand on the back foot

Customer service hotline

My biggest worry is that by being reflexively defensive in Twitter, brands would be providing a customer service hotline to those who either gave up on other channels (60 minutes on hold, anyone?) or figured a public social media space provides the right level of public shaming to get a reaction from a big company.

I know brands have ventured into this space with the best of intentions with “Cares”, “Helps” and “Support” suffixes on their Twitter handles have struggled with how to scale for the volume of interactions and simply keep up. Many have integrated customer service staff right into their Twitter teams, which is a move in the right direction. But what if you outsource support to call centers with a transient staff that follows a script and refers to a manual?

Even the celebrated Comcast example had some problems with scale. Tara Hunt, blogger and author of The Whuffie Factor noted in a presentation a few years back that only one-third of tweets to @comcastcares were being answered. This was at the height of Comcast’s celebrated use of social media for customer service. A recent study from Maritz/evolve24 shows that consumer expectation of receiving responses to Twitter-delivered complaints is growing.

Have the early adopting brands modeled a new consumer behavior based on how they approach the channel or are they simply reacting to where the consumer is most comfortable “complaining”? Either way, if each complaint takes 10 minutes to deal with and you get 60 complaints in a day, you’ll need 10 hours to deal with them all. If the trend continues companies will either need to train customer service staff to be proficient in Twitter or train their Twitter staff to be proficient in customer service.

Sharing the Twitter knowledge

Companies have invested in creating extensive knowledge bases, FAQs, and user forums on their main domains. They aren’t all perfect. They aren’t all well organized. But there is a wealth of information there. If you take the opportunity to add to the knowledge base away from the main domain and deal with issues on Twitter you’re giving up a huge opportunity to capture that knowledge for your broader consumer base as Twitter doesn’t keep all of its tweets searchable forever.

If I’m spending 10 hours helping consumers, I want to make sure the interaction is captured, indexed and easily found by someone with the same or similar problem in the future. Luckily, there are solutions like Lithium that allow for community managers to connect Twitter and Facebook with brand communities on main domains so that there is a seamless ecosystem and the ability to capture knowledge centrally while sharing it through various social channels.

Brands on the back foot

Don’t get me wrong. I’m not against customer care or using social to connect with and solve problems for your customers. I’ve been helped many times by blurting something out on Twitter…and other times I’ve been directed to content that was completely irrelevant. It’s not easy dealing with a one-to-one problem in a public space. The margin for error is zero and the upside is a consumer who feels listened to and looked after stays loyal. With the rush to be present in the social conversation many brands have jumped in to the social spaces to help.

The best known and most followed tend to be the customer service accounts (@ComcastCares >54,000 vs @ComcastVoices >2,400). While this approach served an immediate need, it hasn't translated into a real relationship with the brand beyond the need for assistance. I’d caution brands not to join social spaces with a vision solely to helping in the now. It puts your band on the back foot. Think about the future. Once you’ve helped someone on your “Cares” account, they won’t be sticking around to connect with the brand in other more meaningful ways. They’ll be back when they’ve got another problem, but the only relationship you’ll ever have is based on being a troubleshooter.

I've got no axe to grind with Comcast.  In fact, their leap into the social space has been the inspiration for many other companies to start talking with their customers through social media channels.  But as much early-adopter cred they've gained, I bet they wish they entered Twitter with @ComcastVoices or @Comcast and built followers for a handle that gave them the ability to add value to the relationship after the initial issue was fixed. I can understand that some brands want to keep the customer issues away from the master brand, but in social we need to look at all interactions as marketing touchpoints and not be shy about showing how we solve problems for angry customers.

BBDO Proximity at Ad Week 2011

It's Advertising Week in New York City and BBDO Proximity has been been actively involved.  First, BBDO's worldwide CEO appeared on Creatives Talk Live, Facebook's live streaming program aimed at showcasing creativity within the social media space.

I'm biased, but Andrew Robertson acquitted himself well.  Hopefully, the social media pundits will let go of the tired "big agencies don't get it" stereotype and start to see that an integrated approach to social media can be delivered by one integrated firm, or a collection of agencies just as well (or better) than by a social media rock star.  Andrew even bristled at the mention of "traditional" at the 22:52 mark:  "If you start calling things traditional that's what they'll become." Great line.  

Watch

live streaming video

from

fbmarketingtalks

at livestream.com

Later in the week, Andrew Bailey, Proximity's North American Chairman, wrote a column for the Huffington Post that provides some insight into how Proximity's network has been built on four key pillars during the last several years:

  1. Make brands more valuable to people and make people more valuable to brands
  2. Help our clients understand what they should do, not what they could do
  3. Build our own centers of excellence within the North American network
  4. Hire our unfair share of the best talent in the world

You can read the full article at the HuffingtonPost.com.

Facebook growth around the world [infographic]

Facebook's "rolling thunder revue" continues as the 600-million strong social network is fast becoming the globe's dominant social network as the graph below from ComScore demonstrates.  Countries that have leaned towards other social networks such as Orkut, Hi-5, Bebo, RenRen, etc. have obviously fallen for Facebook's siren song as they have support for 70+ languages...including Pirate. Seriously.

There will always probably be some regional, cultural and geo-political reasons for multiple social networks to exist, but I'd be foolish to bet against the Facebook juggernaut losing any steam as the social software of choice for planet earth.  Hey, they rolled over Friendster and MySpace in North America long before your grandmother started her profile.  How can your great-aunt in Hungary resist?

comScore_Facebook Global Growth

Chart: comScore_Facebook Global GrowthPhotos: iStockphotoTags: Powered By: iCharts | create, share, and embed interactive charts online

"Civilination: taking a stand for civil digital discourse." Is this necessary?

I don't really like rules and I'm not much for people telling me that there's a certain way I need to behave.  I'm fairly capable of making my own decisions...or at least living with the consequences.

So, organizations like Civilination leave me feeling ambivalent.  Their mission:

"to foster an online culture where every person can freely participate in a democratic, open, rational and truth-based exchange of ideas and information, without fear or threat of being the target of unwarranted abuse, harassment, or lies."

They seem a bit like government programs where the aim is to legislate common sense or kindness or respect.  I applaud the effort, but I get a flash of Orwell even though the intentions are admirable.

Maybe you think I'm a misanthrope.  Maybe you think I'm a heartless jerk.  Maybe you think I'm an asshole and want to tell me that with an anonymous comment.  I'm prepared for all of those reactions and feel quite ready to handle them all, which is why I feel that Civilination is a bit overwrought.

Retweets, Movements and Crowdsourcing: Exploding the social hype.

"What's the ROI of your mother?" has become the infamous rallying cry of the social media evangelist set.  First uttered by Gary Vaynerchuk and retweeted and referenced ad nauseum, it sure makes for an awesome soundbite for those who can't answer the dreaded "how do you measure this stuff?" question.  

The problem is soundbites don't solve business problems.

For this year's Bessie Awards (Canada's celebration of the best in TV advertising), Crispin Porter & Bogusky riff on the "Ads with Ideas" theme of the event with a series of spots that show the folly of presenting social media tactics (Tweets, Movements, Crowd-Sourcing) without a solid idea or strategy behind them.

Now if I could only convince CP&B to do a version called "ROI"...

 

Tweets from CPB Canada on Vimeo.

 

Movement from CPB Canada on Vimeo.

 

Crowd Sourcing from CPB Canada on Vimeo.

 

Strategy Magazine goes inside the Canadian social media success of Doritos and Pepsi

Pepsi Canada and Doritos Canada (both clients) get a lot of love in the April 1 issue of Strategy Magazine for the success of their social media efforts and their ability to connect and sustain involvement with their fickle youth audiences.  It's work that has won numerous awards and of which Proximity, BBDO and Pepsico are very proud.  (And before you ask, I'm not at liberty to disclose the effect on sales, though it is tracked.)

While the particular campaigns that cited in the article happened before I joined Proximity, I still got to pontificate about social media strategy as you'll see in the excerpt below from the article in Strategy's Youth Report by Emily Wexler:

When strategy and DECODE sat down with a group of teens, we asked if they were aware of various brands’ engagement in social media, and there was only one that the entire panel knew about: Doritos. For the past three years, the Frito Lay brand has been building buzz and experimenting in the social media space through its user-generated campaigns, “Guru,” “Viralocity” and the latest, “The End.” 
While the first two iterations asked fans to create videos, the latest campaign only asked for a 200-word write-up of how they would end a commercial – a much easier ask, resulting in entries that far surpassed their goal of 6,000 even in the first week. They also brought back a prizing aspect from Guru – 1% of future sales of the product – and are inviting the winner to be part of a “Think Tank,” providing their thoughts and opinions to the brand. 
The changes reflect a few lessons Doritos has learned along the way – that not everyone is a “creator” ready to make and post a video (more passive users need love too) and that making them part of the process can be mutually beneficial. 
“We truly want to democratize marketing this year,” said Haneen Khalil, marketing manager for Doritos, when “The End” launched.  
 “It’s easy to get fans,” says David Jones, VP social strategy at BBDO/Proximity Canada, Pepsi/Frito Lay’s AOR. “You can buy a lot of media and get a lot of eyeballs and attention, but they’re only going to stick around if it’s interesting and it’s used well and it becomes part of their life in a meaningful way.” 
That’s what Pepsi is attempting to do with the Pepsi Refresh Project (PRP), the ongoing global initiative steeped in social media, inviting consumers to submit causes they care about, gain votes and win funds for the project. After launching in Canada, Pepsi saw its Facebook fans grow by 100,000 in six months, says Neetu Godara, marketing manager, Pepsi Trademark. 
Last fall they ran PRP on campus, asking Canadian university students to take a picture with a sign describing what charity they care about and then spread the pictures via social media for a chance to win $5,000 for their charity and $5,000 towards their tuition. In six weeks, the number of fans increased by 20,000. 
Since its launch on Facebook in 2009, Pepsi has offered light-hearted engagement like the “joyous word of the day” to deeper interactions like backstage online access to MuchMusic’s MMVAs. 
As most brands present in this space have learned, Pepsi knows it has to keep the entertainment coming, and the dialogue open. 
“We not only respond to questions but proactively appreciate engagement on the page, so if someone posts a picture, we try to encourage it and validate that we’re listening,” says Godara, who notes that they have learned how to listen, and when to be part of the conversation – that it’s sometimes better to step away and let the fans talk among themselves, and that they’ll often come to the brand’s rescue. 
Godara also notes that brands shouldn’t be afraid of facilitating a dialogue with young fans, a sentiment echoed by BBDO/Proximity’s Jones: “Those negative comments are happening about you anyway. You can cover your ears and pretend they don’t exist [but] I would rather hear them and participate with the audience in some way to either make it better or at least pay attention to what is going on,” he says. “It may not be what I want to hear, but it’s pretty real and useful, and if brands listen, they’ll learn something about their consumers.” 

And if you've gotten through this shameless self promotion, I think you'd appreciate reading Ed Lee's excellent column in the same issue where he goes deeper on connecting with youth in this "post-social" era.

QR codes. It's all in the execution

QR codes, those funky little black-and-white bar codes that seem to be edging their way into marketers' collective conscience in North America may never be fully embraced by the public, but that won't be for lack of trying on the creative side.

They are a great way to add interactivity to static content, but until smartphone camera software automagically opens the web content the QR code is pointing at, it takes a few too many steps to get to that interactivity.

So, we're in the age of experimentation by companies, brands and individuals who are trying to stand out from their rivals by trying something a little different. And we're seeing some cool executions:

This fellow brought his resume to life by making his headshot speak (h/t Radar DDB):  

 

QR CODE - Content-rich Resume from Victor petit on Vimeo.

The Next Web has a bunch of great examples, including this one where Audi Japan makes a QR code out of people:

Toronto's Delvinia has a great post with some recent local examples, including a few from Proximity (M&M's and RBC).

And keep in mind that you can add a little branding into the code without ruining its utility, as The New York Times example to the left shows.

For a variety of reasons, I'm concerned these won't catch on in North America the way they have in Asia over the last decade.  You have to remember that the growth there came in web-enabled feature phones prior to the ascension of the smart phone.

That noted, it'll be worth watching the creative attempts to get a glimpse of what might be if the hardware and software in mobile phones gel to simplify the code-scanning experience.  And while I'm personally skeptical, I'm not ready to count QR codes out.  It may just take several more audacious attempts by a few ballsy marketers to get the public interested enough to follow the QR code's digital breadcrumb somewhere.

While these things have been in use in some form in North America for at least three years, I haven't come across any really compelling statistics on usage, which is a little unsettling for an emerging technology, but here are a couple of resources to have a look at:

 

LinkedIn crosses 100 million - who uses it? [infographic]

Here's a great infographic from Vincenzo Cosenza that details how many users LinkedIn has, including how many from Canada, US, UK and other parts of the world. Also noteworthy is the list of top job sectors.

I'm a terrible focus group of one, but I use LinkedIn primarily for parking my professional contacts, though it is great for getting scouting reports on clients (complete with headshots) and potential recruits (when you want to go beyond the supplied references.)

If you want to share this infographic easily, Vincenzo's made the code snippet available on his blog: Vincos.it.

The State of LinkedIn 2011

SXSW Brush with Brilliance - AutoTune The News

I know it's SuperBowl for Geeks and Spring Break for Nerds, but SXSW (SouthBy for the cool kids and South-By-South-West for the rest of you) is a maelstrom of see, be seen, have your photo taken with your Internet heroes kinda place.

And if you love Internet culture like I do, you have to love AutoTune The News.  The Gregory Brothers take the most noteworthy stuff in the news and use AutoTune to make masterpieces of pop culture hilarity.  Check out what they've done for our man Charlie Sheen (I think I saw this when it had 350 views...now at 8.5 million):

Collin Douma and I happened to be at the HP Mobile Park (client) in Austin this week and just happened to accost the friendly and accommodating Gregory Brothers crew who were trying to enjoy some tasty BBQ prior to the invitation-only Nightmare and the Cat show.

Being the polite and unassuming Canadian stereotypes we left them alone for a while. Then we realized we weren't in Toronto and interrupted their meal to force them to take a photo with us for geek posterity.

AutoTune The News

If you haven't heard of these guys, you may want to check out their YouTube Channel. It's only had a zillion views.

Now that I think about it, we're missing a brother in this pic.  I hope I didn't ask the third brother to take the picture with my iPhone...

Manager or leader? What's the future of the corporate social strategist

There are two kinds of mindsets among people who have responsibility for areas of business.  You could be an agency account person, in charge of a company or brand, or even a butcher, baker or candle-stick maker. Whatever your vocation, it's highly likely that you are either a manager or a leader.  

(To be clear, I'm not talking about titles.  I'm getting at what professional stance someone may take when running a particular area of authority. You could have the title "Group Leader," but really just manage or you could have the title "Brand Manager," but really be an innovative, inspiring leader.)

Managers:

  • deal with what's handed to them
  • iterate on what's been done
  • chart a course in ink
  • check boxes
  • have "not my..." in their vocabulary i.e. department, job, budget, responsibility
  • lean to the conservative
  • maximize resources against goals
  • measure at the end

Leaders:

  • redefine their environment
  • allergic to "this is how we've always done it"
  • head in a direction, but not certain to reach destination
  • colour outside the boxes
  • strive to be innovative
  • focus resources on goals; but saves some for the sandbox
  • measure along the way; course-correcting on the fly

There are few true leaders in the world.  It's risky.  It's hard.  It's often times unappreciated.

In the agency business you meet colleagues and clients who exhibit tendencies to one of these mindsets.  Sometimes leaders are frustrated because a manager is what's needed.  Other times, a manager is more worried about revising their spreadsheet than making a 90-degree turn in Q2...even if it's the right thing to do.

While this duality is on my mind a lot, I'd never considered how it played in the context of social media strategists until I had a read through Altimeter's comprehensive report on the "Career Path of the Corporate Social Strategist."  What struck me is the following graph from the report:

Social Media Career inflection point.jpg

That fork in the road is the inflection point for social media within the enterprise.  A social media manager will veer to the "social media help desk" while the social media leader will be drawn to the "social business programs" path.  As author Jeremiah Owyang points out in his Executive Recommendations section, it's crucial that business "aim high when hiring" and avoid bringing "transactional technologists" on board.

There's a lot of great stuff in the report that's worth reading if you are considering a career in social media, consulting with clients right now, or considering bringing social media capabilities into your business.

Report: Career Path of the Corporate Social Strategist: Be Proactive or Become Social Media Help Desk

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