Thursday, December 23, 2010
Harvard Business Review Post #5: New Media Ringmaster
“Why You Need a New Media Ringmaster” (by Patrick Spenner, p 78). From the Corporate Executive Board, Spenner advocates a more integrated marketing communications approach to brand management. Up to now, marketing, corporate communications, and customer service all act in many companies a bit like the blind men holding different parts of the elephant—each thinking he has a different animal. Spenner advocates for a super integrator, much like a ringmaster at the circus—especially people with social media skills. The three skills he sees as necessary are integrative thinking (can combine old and new on the fly); lean collaboration skills (be able to beg, borrow across the organization); and high speed responsiveness (detect early opportunities or threats and react fast with social media).