Social Lessons from Marketers
Michela Stribling 270006VAX7 firstname.lastname@example.org | | Tags:  media social marketing business
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I read recently that the average tenure of a CMO has nearly doubled, going from a low of 23 months in 2006 to 45 months in 2012. The CMO’s role has come into its own, perhaps thanks in part to big data and analytics, which have positioned marketers to better understand what their customers want and therefore, better serve them. CMOs are sticking around because they’re leading better, more complex marketing programs whose contributions to the business are more easily measured.
But I suspect there’s another reason CMOs are enjoying longer tenures. We’re living in a social world and marketing teams were among the first to deal with the changes brought about by social media. There are 500 billion word-of-mouth impressions annually on the social web in the U.S. alone, according to Forrester; 57% of adults who had a good product or service experience took the time to share it with others. And the facts and figures continue, all of them making the same point—marketers were the canaries in the social coal mine.
But social business goes well beyond marketing and social media. Social business is about unlocking new engines of innovation and fundamentally recognizing that the way people work has forever changed. Most people recognize that consumers expect the brands they love to engage in an open conversation with them. Twitter’s recent #BringBackTheBlock is a perfect example of a brand’s willingness to listen to listen to what people have to say (in this case, about the company’s unpopular changes to its blocking policy). Marketplaces and workplaces are fusing together and today’s employees expect at least the same degree of transparency, collaboration, and agility from their employers as they do from brands in general. In fact, our greatest opportunity to drive innovative thinking may lie in championing disruption within our own companies and among our fellow employees.
While social media represents a subset of social business, we can all learn from what marketing teams and CMOs have experienced over the last several years. THINK Social Business and consider that mutual trust, empowerment, responsiveness, and authenticity are the key attributes of a modern enterprise.