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Building Social Business And Brands: An Evolving Approach | By Annicaka Campbell-Dollaghan & Melissa Read, PhD

Building Social Business And Brands: An Evolving Approach | By Annicaka Campbell-Dollaghan & Melissa Read, PhD

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Published by SapientNitro
Early in Mad Men’s second season, Harry Crane, a junior employee at the agency, has just been tapped to build a television department from the ground up.

Nobody’s an expert in the space – least of all Crane, who continually crosses clients and coworkers as he goes. He lands an ill-timed product placement for Maytag that triggers a frenzied spate of Cold War-era crisis management. Eventually Harry realizes that growing a department in the space of emerging media can sometimes mean doing the job of multiple people – including the heavy lifting, client interfacing and budget management.

Harry Crane’s fictional story from the 1960s resonates with present-day social media professionals. Social media is too often characterized by poor campaign planning, lack of staff support, and needless exercises in crisis management (can we all just agree that brands should never post anything related to national tragedies?). Growing a strong social brand is not for the weak of heart. Or mind. But making your brand a social one can make your organization into a more nimble and customer-centric one – if you can overcome six key challenges facing social today.
Early in Mad Men’s second season, Harry Crane, a junior employee at the agency, has just been tapped to build a television department from the ground up.

Nobody’s an expert in the space – least of all Crane, who continually crosses clients and coworkers as he goes. He lands an ill-timed product placement for Maytag that triggers a frenzied spate of Cold War-era crisis management. Eventually Harry realizes that growing a department in the space of emerging media can sometimes mean doing the job of multiple people – including the heavy lifting, client interfacing and budget management.

Harry Crane’s fictional story from the 1960s resonates with present-day social media professionals. Social media is too often characterized by poor campaign planning, lack of staff support, and needless exercises in crisis management (can we all just agree that brands should never post anything related to national tragedies?). Growing a strong social brand is not for the weak of heart. Or mind. But making your brand a social one can make your organization into a more nimble and customer-centric one – if you can overcome six key challenges facing social today.

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Categories:Presentations
Published by: SapientNitro on Mar 05, 2014
Copyright:Traditional Copyright: All rights reserved

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06/21/2014

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