If you’re interested in how corporations are organizing their social media strategies, then the slide show at the bottom of this post will bring you up to date on current practice.
It highlights the results of recent online study, conducted by the Altimeter Group, a technology management consulting firm. The firm surveyed “140 enterprise-class social strategists across industries,” according to the study.
The study’s catalyst was noted web strategist and Altimeter partner Jeremiah Owyang. His blog Web Strategy gets 70,000 unique visitors monthly so obviously a lot of people believe his insights and research into corporate social media strategy are on the money. In this presentation he tracks the career path of a Corporate Social Strategist defined as:
“The Corporate Social Strategist is the business decision maker of social media programs — providing leadership, roadmap definition, innovation; and directly influencing the spending on technology vendors and service agencies.”
Among the key findings:
- Almost 80 per cent of those surveyed said their programs are not looking long term, and have existed for less than three years.
- The vast majority of Corporate Social Strategists report to Marketing or Corporate Communications
- Funding is limited, with more than 75% of companies reporting an annual spend of less than $500,000.
- There are five principal ways that companies organize the social media function.
- It’s uncertain whether the Corporate Social Strategist will achieve top management ranks in the next five years.
Do you agree with Altimeter’s definition and where do you think the Corporate Social Strategist will be in his/her organization in five years? How will they be influencing corporate strategy?