Resource, control, senior stakeholder support.
The key threats of social media as viewed by a selection of UK senior marketers in this IDM download. The disturbing thing is that these threats are easily overcome. Social is no longer a fad, the case studies are out there of the huge impact it can have to amplify a brand message, activate a community of fans or instigate change. Control is an irrational fear. Use the channels you can control, plan accordingly and get upfront buy in from those bad boys in legal. Resource. Pah. In these uncertain economic times there will be activities that don’t pay back (commercially or brand equity) that do have resource. That have secured approval because the business “gets it”. By that I mean it’s traditional, always been there. If BT can change their call centre structure to have a team dedicated to active listening (listening and then participating in the conversations that are happening) then any brand can adapt. The biggest issue is senior stakeholder support. As Justin Billingsley, the former Orange Marketing Director said at the IAB Engage Conference in 2008, the biggest obstacle he had to overcome in turning Orange into a digitally focussed enterprise was the 60 year old man in the boardroom – he didn’t get it. And more pointedly, didn’t want to get it. We can help them get it, provide the evidence, create the excitement and continue educating and inspiring. The threats can be overcome, the opportunities are endless.
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