Commenting on a recent article by Jeremy Owyang, Albert Maruggi (founder of marketing firm Provident Partners) remarked:
Just spent a couple of days with health care marketers from a cross section of hospitals. I also had a session with a billion dollar plus business insurance company on their modest, and I mean modest social strategy. My radar highlights significant hype fatigue, maybe even disappointment with the social space.
The problem may be adopting social media without a strategy. Maruggi’s comment includes a link that leads to a few other links, which lead to posts that are (a) short, and (b) worth reading:
- Marketing guru Andy Sernovitz says ignore the next hot social network, because “You don’t want to be a leader. You don’t even want to be a fast follower. Wait until your fans and customers start talking about you somewhere, then follow them into that community.”
- Common Sense Media Group says don’t let shiny objects trump strategy, because the latest-greatest social media innovation has nothing to offer unless it can be integrated effectively into a strategic perspective.
- And CSMG also offers seven thoughts on how to step up the social media learning curve. Great ideas that could apply to other aspects of the corporate “idea culture” as well.
These posts are all written from the marketing point of view, so as you troll through them, remember that a big part of recruiting is marketing the employer brand. But consider this also: marketing the company as an employer is NOT the same as marketing the company’s products and services. In fact, there can sometimes be a very big difference.
So while it might be a strategic mistake from the product marketing perspective to chase every “shiny object” (in this case, new social media platforms and technologies), it might not be a mistake from the recruiting perspective. From the product marketing view, strategic focus may be on effectiveness with the largest possible audience—while recruiters may need to reach very specific groups of people. The super-techie, super-social-media types might actually be impressed to see recruiters turn up in some edgy online locations, so if those are the folks you need, it’s a different situation.
Back at home base, Jeremy Owyang’s post was about three essential qualities for corporate media posts. He says, look for people who:
- Fulfill meaningful business objectives (“These individuals will be able to use brand monitoring tools, have analytical abilities, and be able to benchmark their efforts that tie back to business metrics–not social media metrics.”)
- Bridge both internal stakeholders and customers (“This quality requires the professional to be able to relate to internal teams that may not understand the social culture, be empathetic, be able to communicate and train them . . . “)
- Show credibility with the technology (Beyond expertise with current technology, they need to be “capable of learning new technologies, evaluating, and then applying for business needs.”)
Summary? Whether it’s technology or people—keep strategic concerns in mind when making social media choices.
(Thanks to jayniebell for the great glitter.)
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