Social media has taken a seat at the CMO table.
BrandWeek's article, recounts that some companies have been stepping up social. I have heard their stories in the past. But recently, with all the hype, we seem to have lost site of the fact that social media has been actively engaged by companies like Wells Fargo for years. They were ahead of the curve in 2005. But the reasons for going into social are not alway clear, nor the same for different companies.
There is a lot new with Social. But, there is also a lot old. Unfortunately, with the net being all about tracking, the mainstream has (until recently) discounted social media as an important driver. They are now learning from the "old hands." In the case of Dell, it was about containing the bad. In others, like Coke, it is about brand engagement. In others, it is about connecting the activity to a sale. The key to a good social marketing effort is to decide, before you dive in, what it is you are shooting for - setting your objectives. This isn't new... it's good old fashion marketing. Old principles still apply to new media.
Large, stable companies (even in this economy), have shown that social engagement on the net works. These are traditional marketers (I'd even throw Dell in there, though many would disagree), that demonstrated the value of good planning while leveraging the opportunities of new media.
http://www.brandweek.com/bw/content_display/news-and-features/digital/e3ie2a94edbc5b0a7c1150d6cbf4741dede?pn=1
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