It goes without saying that the better your team works, the better your end result. But your marketing team’s effort is only a small part of the total possible impact of your marketing in this social age.
I had the privilege of helping IBM establish their social business practice. Jon Iwata, one of the most visionary and impactful marketers in tech, indeed in all business, told us that he wanted to take the 400,000 IBMers and put them outside the firewall. That is, to engage them in service of building the brand through their social presence. The impact was significant.
Since then I’ve created the social business program for the company I was CMO of. Organic social quickly became out fastest growing lead source and today is one of the largest lead sources overall.
One other consideration for intentionally driving social engagement of your people…. there is not one new business pitch that I have been in for the past five years where some if not all of the prospects have reviewed the social presence of each company presenting.