"A McKinsey trio of writers call out how the vast majority of executives have no idea how to harness social media’s power, as well as how senior leaders can harness it to shape consumer decision making more predictably."
The commentary on the article are also illuminating, including these two: "B2B has certainly been a slow adopter but we’ve seen a dramatic shift in just the last year...."
...It is no longer about how your CMO [Chief Marketing Officer] uses social media. It is about “Is your organization social-media ready?“
[Social Media] is much more than ...another form of paid marketing, and it demands more too:
- a clear framework to help CEOs and other top executives evaluate investments in it,
- a plan for building support infrastructure, and
- performance-management systems to help leaders smartly scale their social presence.
Companies that have these three elements in place can create critical new brand assets (such as content from customers or insights from their feedback), open up new channels for interactions (Twitter-based customer service, Facebook news feeds), and completely reposition a brand through the way its employees interact with customers or other parties.
The article includes a series of five video narrations, by David Edelman from McKinsey's Digital Marketing Strategy group.
Read more via: McKinseyquarterly.com (may require free membership) https://www.mckinseyquarterly.com/Marketing/Digital_Marketing/Demystifying_social_media_2958
Via tony whittingham