Marketers Should Be in Charge of Social Media

Advertising Age – CMO Strategy

 
Who in corporate America owns the consumer relationship, the customer experience, word-of-mouth or social media? The answer appears to be nobody.
For all the talk about listening to consumers, few marketers think their companies are doing so effectively and even fewer are monitoring what people say about their brands in social media, according to a new survey by the CMO Council [US only, 400 respondents].
 
 
Big marketers are paying growing attention to monitoring and leveraging social media. Procter & Gamble Co. has a Social Media Lab that’s about 18 months old, and Unilever last month hosted a word-of-mouth summit at its U.S. headquarters dedicated largely to understanding how social media affect its brands.
 
"Clearly what marketing needs to do to cover a lot of ground we’ve lost in the organization is more analytics, predictive modeling, and data integration and aggregation." Corporate silos mean that disparate data streams are never brought together in a way that could help identify and solve problems.
 
"You cannot start in social media without knowing how to listen."
 
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