This is a provocative post that challenges current movements in what some call social advocacy or social employees. Before deciding whether I take one direction or another, take a look at the post for yourself!
The crux of my argument is that the objective for social media has changed dramatically… from “being there” or broadcasting news… to engaging audiences. Because of this, the skills for successful social media marketing are new, complex and hard to find. The outcome is that much of social media marketing is flat… the majority of executives feel their social programs are underperforming and top analysts describe them as “islands” or fostering “anarchy”.
This post examines the new requirements, the skills that social media marketers need to have if a business really wants to increase their social engagement.
Love to hear your thoughts!