Calling all bullshittapotomuses…here kitty kitty

As Social Media grows & becomes “mainstream”, it’s more & more apparent that nobody really has the answer to the question: “Who should be leading our Social Media effort?” Is it the online media person? How about the marketing guy? Or the ad chic? Could it be PR’s gig? Hmmmm.

Right now, a corporation’s Social Media (SoMe) efforts could be headed by any of those people. But who should it be? Who best fulfills the requirements and can quickly respond to the demands of SoMe’s ever-changing scene?

First, some basic requirements are in order. A SoMe initiative should be entered into with full client understanding that their brand is no longer “theirs” once the effort is launched. Control is futile. This is counter to what clients have been told for years and is hard for them to fully grasp. The Web does not have the same regulations as traditional media so rules that apply to TV/Radio/Print do not apply online. This freedom enables people to bash a brand all day long if that’s what they want to do and leaves your client with little actionable recourse.

Another basic: SoMe is centered on relationships, conversation, interaction, information. One-way messaging will not work (we have been saying that for over a decade & it’s still true). Two-way messaging won’t cut it either. The client MUST be willing to engage in a responsive conversation with consumers. SoMe does not support traditional messaging and so a brand MUST develop a personality. Failure to secure this level of commitment from a client upfront can result in a failed program and ultimately damage to the brand.

So then, now that the client has agreed to hand over the brand they’ve spent the last 20 years building behind lock & key, who should you recommend be at the helm of the SoMe effort? Let’s examine the players:

The online media director: While SoMe communities are online, it is completely different from online media buys and search engine placement. SoMe requires more than selecting a channel and buying impressions or keywords. The online media director makes a good partner in a company’s SoMe plan, but generally should not be the one to head it.

The marketing director: This person is responsible for internal messaging and sales materials (there’s lots of cross over between marketing director and advertising director). Because of that, it may seem like a natural fit to add SoMe to the marketer’s repertoire. BUT, marketers are accustomed to one-way messaging that lasts for a year, not multiple conversations that evolve minute to minute. Therefore, this discipline is not prepared for responsive dynamic messaging. Yet.

The advertising director: Similar to the marketing director except the ad crew is responsible for external messaging via advertisements (on ad vehicles like billboards, newspapers, magazines, bus shelters, TV, radio, web). Again, because this person also has the web in their purview, a natural fit might be assumed. It is not. Like the marketer, dynamic messaging is far different from their traditional skill set and so is not yet feasible.

That leaves the PR director: Because the PR person is accustomed to dealing daily with things like questions from the press, consumer inquiries, and reputation management, I believe they are the people most able to quickly adapt to SoMe’s platform. And so, with a team of people from the aforementioned disciplines plus the brand manager, the PR director should helm the SoMe ship.

In the perfect world, a client needs someone who knows the SoMe scene & not only gets it but can set the tone for a brand. A person whom people trust is vital as is interesting content and eye catching phrases. Most importantly, someone capable of creating an interesting personality that engages consumers and adds value to their experience. There is no half-ass in SoMe; it is a major commitment that takes a master bullshittapotomus.