Social marketers hold a unique role in business. In the external world, they engage with their brand’s supporters and detractors alike. They’re extroverts, working at the confluence of their brand’s public persona and its customers, prospects and other characters.

Inside the business, it’s a different world. Social marketers have limited visibility into what’s happening in other marketing channels, such as advertising, and business functions, such as customer care. Social marketers can end up on the sidelines – the proverbial office wallflower.

How did this happen? Fractured operations, a.k.a., silos.

This situation dates back to social media marketing’s short history. Initially, social marketers had been left alone to do their own thing because others in marketing or business didn’t understand how social marketing worked. This meant that social marketers were detached from the rest of the marketing team. “Those days are over. Social needs to align to business objectives and prove value,” says Jay Wilson, Gartner for Marketing Leaders’ research director.

Today, social marketers need to proactively disseminate social insights across the organization, supporting other channels (e.g., a Facebook ad campaign targeted and timed to support an email effort.)

Jay discusses ways that social marketers can bring more value to the business in his report, “Break Down Silos Between Social and Multichannel Marketing in Five Major Areas” (subscription required.)

By complementing and accelerating other marketing initiatives, social marketers will eradicate their wallflower status.

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