{"id":29826,"date":"2009-09-28T13:44:25","date_gmt":"2009-09-28T12:44:25","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=29826"},"modified":"2009-09-28T13:44:25","modified_gmt":"2009-09-28T12:44:25","slug":"strategy-social-media","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/strategy-social-media\/","title":{"rendered":"Strategy, Social Media, and the Dangers of the Shiny Object"},"content":{"rendered":"<p><br class=\"spacer_\" \/><\/p>\n<div class=\"pqRight\"><a href=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/09\/Glitter-2.jpg\"><img decoding=\"async\" class=\"alignnone size-medium wp-image-29827 lazyload\" title=\"Glitter 2\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/09\/Glitter-2-300x225.jpg\" alt=\"Glitter 2\" width=\"250\" height=\"175\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/175;\" \/><\/a><\/div>\n<p>Commenting on a recent article by Jeremy Owyang, Albert Maruggi (founder of marketing firm Provident Partners) remarked:<\/p>\n<p style=\"padding-left: 30px;\">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. \u00a0My radar highlights significant hype fatigue, maybe even disappointment with the social space.<\/p>\n<p>The problem may be adopting social media without a strategy.\u00a0 Maruggi\u2019s comment includes a link that leads to a few other links, which lead to posts that are (a) short, and (b) worth reading:<\/p>\n<ul>\n<li>Marketing guru Andy Sernovitz says <a href=\"http:\/\/www.damniwish.com\/2009\/09\/ignore-the-next-hot-social-network.html\">ignore the next hot social network<\/a>, because \u201cYou don\u2019t want to be a leader.\u00a0 You don\u2019t even want to be a fast follower.\u00a0 Wait until your fans and customers start talking about you somewhere, then follow <em>them<\/em> into that community.\u201d<\/li>\n<li>Common Sense Media Group says <a href=\"http:\/\/www.csmg.us\/2009\/08\/dont-let-shiny-objects-trump-strategy.html\">don\u2019t let shiny objects trump strategy<\/a>, because the latest-greatest social media innovation has nothing to offer unless it can be integrated effectively into a strategic perspective.<\/li>\n<li>And CSMG also offers <a href=\"http:\/\/www.csmg.us\/2009\/08\/why-we-all-need-to-step-up-our-learning-curve-in-social-media-7-thoughts-on-how.html\">seven thoughts on how to step up the social media learning curve<\/a>.\u00a0 Great ideas that could apply to other aspects of the corporate \u201cidea culture\u201d as well.<\/li>\n<\/ul>\n<p>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.\u00a0 But consider this also:\u00a0 marketing the company as an employer is NOT the same as marketing the company\u2019s products and services.\u00a0 In fact, there can sometimes be a very big difference.<\/p>\n<p>So while it might be a strategic mistake from the product marketing perspective to chase every \u201cshiny object\u201d (in this case, new social media platforms and technologies), it might <em>not<\/em> be a mistake from the recruiting perspective.\u00a0 From the product marketing view, strategic focus may be on effectiveness with the largest possible audience\u2014while recruiters may need to reach very specific groups of people.\u00a0 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\u2019s a different situation.<\/p>\n<p>Back at home base, Jeremy Owyang\u2019s post was about <a href=\"http:\/\/www.web-strategist.com\/blog\/2009\/09\/18\/want-a-corporate-social-media-job\/\">three essential qualities for corporate media posts<\/a>.\u00a0 He says, look for people who:<\/p>\n<ul>\n<li>Fulfill meaningful business objectives (\u201cThese 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\u2013not social media metrics.\u201d)<\/li>\n<li>Bridge both internal stakeholders and customers (\u201cThis 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 . . . \u201c) <\/li>\n<li>Show credibility with the technology (Beyond expertise with current technology, they need to be \u201ccapable of learning new technologies, evaluating, and then applying for business needs.\u201d)<\/li>\n<\/ul>\n<p>Summary?\u00a0 Whether it\u2019s technology or people\u2014keep strategic concerns in mind when making social media choices.<\/p>\n<p><br class=\"spacer_\" \/><\/p>\n<p>(Thanks to <a href=\"http:\/\/www.flickr.com\/photos\/jayniebell\/471400424\/\">jayniebell<\/a> for the great glitter.)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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. 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[&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":29827,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[9,25],"tags":[4181],"class_list":{"0":"post-29826","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-best-practices","8":"category-careers","9":"tag-social-media-recruiting","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Strategy, Social Media, and the Dangers of the Shiny Object - Corporate Eye<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.corporate-eye.com\/main\/strategy-social-media\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Strategy, Social Media, and the Dangers of the Shiny Object - Corporate Eye\" \/>\n<meta property=\"og:description\" content=\"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. 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