Archive for Intel

Profile of a Social Media Director

[tweetmeme]The role of social media in promoting a company’s brand and services is so important that I thought it was time to examine the profile of the Social Media Director. I started by pulling up job postings to sift through the specific skills and experience that companies expect of candidates for this relatively new position in organizations.

My first stop was The Ladders, which only posts jobs of $100k or more, and they had no jobs listed anywhere in the country even when I searched variations on the title.  This was disappointing, because this position calls for a six-figure salary.

I then went to job board aggregator Simply Hired and was delighted to find multiple listings for Social Media Director and variations like Director, Social Media and Communications; Director, Public Relations and Social Media, SEO and Social Media Director, etc.  I was disappointed, though, that the first company listing that I found was, indeed, from The Ladders (so job searchers beware if you’re not successful searching this site).

Qualifications Required

Of the job postings I reviewed, the Social Media Director is at the middle manager level, usually reporting into the top PR or marketing executive. The job requirements I read are so broad and encompassing they would be impossible for one person to accomplish.  But not every job description included managing a team.  Good luck solo directors!

I was gratified to read in Motorola’s qualifications for a Senior Director, Social Media, “This is a new role requiring an individual who can harness marketing, brand building, corporate communications, stakeholder engagement and issues management expertise.”  These are big time responsibilities.

I believe that in the not-too-distant future the Social Media Director will be elevated to the executive suite and report directly to the CEO or COO.

7 Basic Duties

Based on my research, here is the profile of a Social Media Director:

  • Direct social media programs. Well, this is the obvious one.  Manage the company’s participation on Twitter, Facebook, etc.
  • Develop communications strategies across product and service lines.  This is encouraging, because companies now understand that social media permeates every part of the organization.  Companies like Coca-Cola, Intel, Procter & Gamble and many others are launching product/service and educational campaigns on Facebook, Twitter and You Tube and they need skilled communicators to execute them.
  • Identify revenue opportunities.  Wow, this is exciting because the director is usually in a staff position (read: below the line on the balance sheet).  Finally, staff employees are being recognized for their ability to contribute to ROI.  Hurray!
  • Customer relations.  This is a big one.  Customers are gathering in online communities where they have a forum to vent their feelings about their experiences – both good and bad.  Companies like Comcast pioneered the concept of an instant response team to respond to customer concerns.  Go to @comcastcares on Twitter and follow the conversations between “Comcast Will” and customers regarding service issues, such as outages and email failures.  Or visit Motorola’s @MotoMobile for their interactions with customers.  Fascinating reading.
  • Enlist employees as brand advocates. This one is close to my heart because employees can be the best advocates for their company.  Frontier Communications’ requirements include identifying “brand evangelists and celebrity bloggers to virally spread Frontier’s value through relevant online communities.”  I’m not a celebrity – but I’m available, Frontier.
  • Reputation Management. In other words, ensure that the company’s brand and reputation are enhanced by social media activities.
  • Investor Relations. I only saw this listed in one job description, but it certainly seems like a good use of social media.  Many highly regulated organizations, like financial services companies, have put a lid on social media, but I think it’s often just an excuse.  They would have to draw up strict protocols, but it can be done.  Just see Wells Fargo and their Bon Jovi promotion.

Of course, I couldn’t read every job description, so I’m sure I’ve missed essential skills that some companies require.  All I know is that the Social Media Director is becoming a major force in the success of his or her company in influencing all its targets: customers, employees, government, investors, and the media.

Please leave me a comment if you think there are other job requirements that I’ve left out and we’ll build out the profile.  Thanks.

Is Viral Marketing Being Oversold When a Tweet is Only Retweeted 1.4 Times?

"Please retweet me, please!"

Please retweet me, please!

[tweetmeme]I must say I was shocked when I learned  that of all the billions of tweets out there, most are only retweeted 1.4 times.  Of course, this isn’t counting Ashton Kutcher and other Influentials.  I’m talking about the tweets of mere mortals like you and me.

I learned this at the Viral Marketing Meetup held in New York last evening.  The impressive roster of speakers included Duncan Watts, principal research scientist a Yahoo! Research; Tim Schigel, CEO of sharethis.com; and Erik Martin, community manager at reddit.com.   It was a heady session because all the speakers focused on the metrics – is the frenzy around viral marketing actually producing business and building brands?

Is word of mouth (WOM) being oversold?

The jury is still out, of course, because social media as a marketing tool is still in its infancy.

But Duncan Watts, a professor at Columbia University before moving over to Yahoo, is skeptical.  He discounts the notion that highly popular Influentials are any more successful in starting a trend than the rank-and-file.  In a Fast Company article from two years ago, he is quoted as saying, “If society is ready to embrace a trend, almost anyone can start one–and if it isn’t, then almost no one can,” Watts concludes.  This article is a good read and just as timely today.  (Not everyone embraces Watts’ points of view).

Watts backs his assertions with research involving thousands of subjects, conducted while he was at Columbia, which is how he learned that most of our tweets land with a thud.  No zipping around the world for our 140 characters.

Is Intel Building its Brand on Facebook?

Coincidentally, I also attended a webinar yesterday entitled “9 Companies Doing Facebook Right and What You Need to Know.”  The presenters were Facebook expert Mari Smith, and Michael Stelzner, white paper guru and founder of the Social Media Examiner.  Intel was one of the case studies.  It was all very interesting, but I had to ask myself, what is Intel’s Facebook presence doing to build its brand?   Is this viral marketing at its best?

Currently, the company is running two contests:  one in which Intel is giving away PCs to build its database of fans, and in the other aspiring Latin, Urban and Singer/Songwriter artists are invited to upload their best original song in the Intel “Superstars” Competition.  Fans vote for their favorites with cash prizes for the top 20 winners.

I’m not being grumpy.  I think it’s great that ordinary folks can win new computers and that the company is supporting emerging artists.  But I’m trying to see how these contests are helping a company that makes core processors.  I’m sure great minds thought up these promotions, so who am I to question them.

What I learned makes me wonder if we should retrieve old-fashioned mass advertising from the graveyard.  When big companies, as well as small ones, are huffing and puffing to attract customers one at a time through WOM, reaching a few million customers with a 30-second ad sure sound appealing.

If you need assistance with improving your viral marketing, contact me today.

Selling Social Media to Management

My daily “Social Media Examiner” was delivered to my email box, as usual, this morning.  The lead article is “9 Ways to Sell Social Media to the Boss,” by Ekaterina Walter, a social media strategist at Intel.  These valuable tips are working for Intel, one of the corporate leaders in social media. I encourage you to read the article in full but here is a summary of her main points:

  1. Display current conversations
  2. Don’t leave out competitor’s information
  3. Show your industry peers’ successes and failures
  4. Use data
  5. Start small
  6. Do risk analysis and contingency planning
  7. Seek outside help
  8. Create guidelines and enable your employees
  9. Stay on course

How is your company doing?