Selling Social Media Programs Requires The Ability to Show ROI
18 Jan 2008
Who leads the Social Media Programs in the Enterprise: IT or Business?, this is the question Jeremiah Owang presents at Web-Strategist. It’s a great post as it shows how social media and online community based programs still lack a clear position within the corporate structure. Who’s responsible for bringing together all of the active components (PR, Customer Service, Sales, Advertising, IT) to ensure the effort is properly launched and supported? In our experience, the most well run social media programs have the stamp of approval from the heads of the business units – presidents of division VPs. In addition, these individuals were always active in the initial discussions. It was never a situation where the idea was conjured up by the PR firm, sold to the PR director, who took it to the VP of marketing, who then sold it to president. Too many dissenters along that chain of command, and…
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