Wanted (or not): Social Media Marketers
Social media is pretty far down the to-do list of most marketers these days
but a few companies including Dell, Ford, Pepsi and Toyota have created positions
to communicate with the public at-large via Facebook, Twitter, etc., according
to a Brandweek report.
There are a couple of impediments to social media becoming a standalone function
at most marketers. The biggest factor is a lack of return on investment to
this point. The other is the view that duties for social media communications
should not fall into a single silo.
A survey of chief marketing officers by Heidrick & Struggles
in Atlanta found that social media was ranked in the bottom third of priorities. "It’s
because of analytics," Lynne Seid, a parter at the firm, told Brandweek.
"The things that are measurable are a top priority. Most marketers see
[social media] as an experiment."
"Most companies just aren’t ready," Matthew
Schwartz, president of MJS Executive Search, said. MJS placed Bonin Bough as
global director of social media, a newly created position at PepsiCo in September.
Mr. Schwartz described Pepsi as "a visionary" in the area of social
Tim Collins, director of experiential marketing
for Wells Fargo, sees Twitter, Facebook and MySpace as the three social media
sites where investments make sense.
"People think that social media doesn’t work. It’s hard to find ROI on
pure social media marketing, but it’s a long, slow build, not something you
see immediate gratification on," he told Brandweek.
Discussion Questions: What do you see as the
potential for social media marketing through Twitter, Facebook, etc.? Does
the opportunity require a more focused effort on the part of marketers including
dedicating staff to handling social media?