Part Two of Three
In the book Engage!, I use music as a metaphor for the business approach necessary to execute socialized programs flawlessly. I suggest that today, many organizations approach new media with the style of jazz improvisationalists. They possess an incredible ability to jam independently and also together, but they often drift into wild, wonderful solos that may or may not lead the audience back to the heart and soul of the brand purpose and mission. Instead, I suggest that we assemble a team of virtuosos who can perform the dedicated requirements of their roles to contribute to an organized and powerful performance designed to engage and stimulate its audience.
A conductor who possess social prowess and business savvy is necessary to creating and managing a holistic social media program that extends from the top down, from the center outward, from the bottom up, and also from the outside in.The quest to find the conductor and the members of the orchestra rekindle the debate to who owns social media. But, I argue, that the only the person who masters the majesty of music theory, instrumentation, leadership, artistry, and stagemanship can effectively lead and inspire a band of leaders. Simply said, The person and team qualified to lead social are those qualified to do so.
Again, a hybrid approach is essential. In the very least however, they will possess the ability to understand customer touchpoints, channels of influence, market dynamics, challenges and opportunities that face consumers, and how engagement and the production of social objects trigger measurable reactions that impact the bottom line.
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