Social Media turning Marketers into Media Companies?

• Tweet
• Share
• Email

As more marketers use Social Media channels for engaging their customers and prospects, it is becoming obvious that they will have to take on additional responsibility for not only creation of content, but also facilitate sharing or distribution of content through Social Media channels such as YouTube. Some notable examples of this approach are:

• Johnson & Johnson (J&J) – Baby Center.com
• Procter & Gamble (P&G) – Home Made Simple
• Walmart’s Money Saving Tips on YouTube
• American Express Small Business Blog Network
• Geek Squad YouTube channel
• Charmin Enjoy the Go

This raises an important question: Should Marketers behave like Media companies when it comes to Social Media? If yes, what additional skills will be required by those in the marketing department for this new task. And what is the role of an “agency” in this new “set-up”?

In my opinion, marketers should take on additional responsibility of content creation with the help of agencies and professionals/SMEs in the area. Marketers should also provide necessary tools and platform for their customers to discuss about their brands, share content and exchange ideas. Agencies should use their expertise to help marketers connect with customers.

Listen to what Jonah Bloom, former Editor at Advertising Age, has to say on this subject:

What to you think? Should Marketers behave like Media companies when it comes to Social Media? Please share your views and opinion:

Related posts:

1. Dear CMOs, Wake up to Social Media challenge In my previous post titled What is Social CRM and why it is important, I have highlighted the phenomenal growth in number of Social Media...
2. Social Media and Co-creation of New Products: Del Monte Case Study Del Monte case study is an excellent example of co-creation of a new product with loyal customers. This approach can not only reduce time and...
3. Really? Social Media Better Done “In house” Results of CMO Club Weekly Poll published on BW blog made some interesting reading. Question that was asked was “Which of your groups is best equipped...
4. 2010: The Rise of Social Media in Asia One of the biggest stories in 2010 is going  to be the exponential growth of Social Media in Asia, not only in terms of reach...
5. Tiger Woods, Brand Crisis and Social Media Tiger Woods is my hero. I always watch him play golf with great admiration and have been inspired by his ability to bounce back into...