Archive for Social Media Strategy

If the Fortune 500 Don’t Have a Social Media Strategy, Should You?

UMass Fortune 500 Social Media Usage

In its 7th annual survey of the Fortune 500’s social media usage, UMass-Dartmouth found that newer tools like Instagram and Pinterest are exploding in use.

Companies are grabbing tools that are hot and popular. But do they have an actual social media strategy in place?

Evaluating the Tools

“You wonder if there is an actual understanding how these new tools can help them,” said Nora Ganim Barnes, Director of the Center for Marketing Research at the University of Massachusetts Dartmouth, in a phone conversation. Read More→

Why #TweetChats Belong in Your Social Media Strategy

ATT customer care

Are the same people always showing up in your Twitter stream? Are you looking for an efficient way to reach a broader audience and maximize your tweets?

Having run my own Twitter account (along with Twitter accounts for Fortune 50 and Fortune 500 businesses), I’ve used a combination of approaches to identify and reach more quality Twitter users including: Read More→

Career of Path of a Corporate Social Strategist


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?

Drum Roll: I Have a New Online Social Media Bio

[tweetmeme]A friend is forwarding my bio to his agency’s new social media director who might need some outside help.  As I was touching up a paper copy to send as an attachment, I asked myself, “Are you nuts?” Paper bios and resumes are so 20th century. My entire business life is there for everyone to see on my blog. I tooled around the web to find out what other social media consultants are doing and, sure enough, they have online bios.

"Paper bios are so 20th century"

Paper bios are so 20th century

Then another “boing” moment. I should add my new bio as a page on my blog, with a new tab “Social Media Bio.”

When I finished writing, I looked at my About page and it seemed bland in comparison. Dull actually. From me, the word mechanic (as someone once called me after I told him what I do).  So I immediately ditched the About page.

This is not contest, in the sense that you won’t receive any prize, but I’d welcome your comments on my new Social Media Bio. I’m still tinkering with it.  Think I’ll move the search box further up, and make a couple of other tweaks.

But I’d love to hear from you, dear readers, about what you like, don’t like or what I might add or delete. Thank you.


P.S. Since writing this post, I’ve updated my bio based on advice from readers and several experts, and also changed my navigation tab back to “About.”  I’m still not sure I’m keeping that term. As always, your thoughts would be appreciated.