01/21/2010 10:54:33 AM 
(5) 
(5) This will add another partner to the company's already expansive communications roster, add incremental fees and mean there's more to manage and co-ordinate. In a an environment where budgets and resources are being challenged, it seems counter-intuitive.
However, the media has done a good job, Influx Insights included, in hyping the social media space to such a point that client's probably believe the need a specialist to help them in this complex and challenging environment.
On the surface, at a moment in time when the CMO and his or her bosses seem fixated on the thrills of Facebook and Twitter, holding a review and hiring a specialist seems like a problem solved.
In reality, it might be more trouble that it's worth. If you take a step back and look at how social media breaks down and what's needed, it's pretty basic.
1. Someone has to listen and respond- probably best for the in-house customer service team to work on this.
2. Posting relevant content to get conversation-likely to be split between PR and advertising who both play a role in getting content out to the crowd. Good companies in these fields are already up-to-speed and know the world of social media.
Social media is another channel that must be a part of the communication mix, but fragmenting responsibility, while it seems like a sound plan, might make a marketers life a lot more complicated.
It would be great to get people's thoughts on this topic.
Posted by Ed Cotton
Agree
Social media is a mentality not a speciality. I also don't know if it really is a channel. It is a layer that can touch any channel. A great TV ad, event or web app can all live in the social infastructure. As you astutely noted, it is part of the existing customer service department. It seems social infastructure works best when it comes from the heart of a companies functions not as a siloed specialty where it will never truely mesh, not to mention the shear management challenge of adding more people to the operation of an organization.
Posted by Brett T T Macfarlane on 01/21/2010 08:50 PM
Social media is a mentality not a speciality. I also don't know if it really is a channel. It is a layer that can touch any channel. A great TV ad, event or web app can all live in the social infastructure. As you astutely noted, it is part of the existing customer service department. It seems social infastructure works best when it comes from the heart of a companies functions not as a siloed specialty where it will never truely mesh, not to mention the shear management challenge of adding more people to the operation of an organization.
Posted by Brett T T Macfarlane on 01/21/2010 08:50 PM
All Media is Social
As all media is becoming social, VW is better off investing in smart folks that simply understand digital and how people want to interact online. Social media is less a channel itself and more of the oil in the cogs of the different touchpoint for a brand's communication with it's customers, and hopefully they can pull together a team of people who can effectivelly use social platforms to listen and respond appropriately. Good post. / @rmoede
Posted by Ryan Moede on 01/22/2010 04:20 AM
As all media is becoming social, VW is better off investing in smart folks that simply understand digital and how people want to interact online. Social media is less a channel itself and more of the oil in the cogs of the different touchpoint for a brand's communication with it's customers, and hopefully they can pull together a team of people who can effectivelly use social platforms to listen and respond appropriately. Good post. / @rmoede
Posted by Ryan Moede on 01/22/2010 04:20 AM
The emperor's new clothes
This is a pet peeve of mine. I'm not a big believer in the whole social media consulting thing. But should one decide to go down this route it should be embedded way up the hi
Posted by @crusty on 01/22/2010 09:06 AM
This is a pet peeve of mine. I'm not a big believer in the whole social media consulting thing. But should one decide to go down this route it should be embedded way up the hi
Posted by @crusty on 01/22/2010 09:06 AM
Best strategy: Keep it simple
I think VW is making a mistake. Social media isn't an extra channel you tack on -- it should be part of an integrated communications approach. Bringing another agency into the mix will just complicate things.
Posted by Dennis Demori on 01/25/2010 04:33 PM
I think VW is making a mistake. Social media isn't an extra channel you tack on -- it should be part of an integrated communications approach. Bringing another agency into the mix will just complicate things.
Posted by Dennis Demori on 01/25/2010 04:33 PM
It appears you don't have Flash installed.
I am assuming VW already has somewhat of a dedicated fan base. An idea that videogame developer Turn10 studios implemented was hiring their community managers from their fans. Talented passionate people are out there talking already so there is no reason to think that some agency can do much better.