In a recent article on Forbes online, Lisa Arthur discussed the adoption and trends of social media among Fortune 500 companies. Social media, of course, includes blogs, Twitter, and Facebook. My favorite part of the article is where Lisa articulates a possible reason for the somewhat stagnant adoption of social media among these bigger businesses:
From my conversations about business blogging with Fortune 500 companies (and all enterprise size businesses), I couldn't agree with Lisa more. What she calls "Corporate Silos" absolutely are a barrier to the successful adoption and execution of social strategies. Rightly so, large organizations spend a great deal of time and money worrying about the attribution of success and trackable measurements to one specific part of the strategy. But, the common element in the success of all social media channels = CONTENT!
Emails rely on content; Tweets rely on content; Facebook updates and campaigns rely on content. Since content is the common thread across social media channels, it's difficult for one department to "own" social media for a company. Due to siloed divisions and the need to be able to claim sole responsibility for success, these various content strategies often times do not coincide. As a result, execution is lacking when it could have been so much stronger. At Compendium, we suggest your corporate blog is the most sustainable place to publish social content. That's because the business owns the content, owns the blog, owns the template real estate, and controls how and to where the content goes.
But there is hope of more adoption to come from big business. Compendium's founder Chris Baggott often starts his conference presentations by asking how many people in the audience have the word "Content" in their title. Good news - we are starting to see some hands go up. Companies are hiring Content Managers to help break down the departmental silos that trap content. And, we at Compendium are paying attention to this. The Compendium platform is designed (and continued platform improvements will help) to make it easier for businesses to both capture and create engaging, focused content as well as get it shared online so it can do its job.
"Perhaps corporate silos are getting in the way? “Ownership” of social media can get sticky, and teams bogged down by border wars and artificial boundaries may find it difficult to innovate." see full article here
From my conversations about business blogging with Fortune 500 companies (and all enterprise size businesses), I couldn't agree with Lisa more. What she calls "Corporate Silos" absolutely are a barrier to the successful adoption and execution of social strategies. Rightly so, large organizations spend a great deal of time and money worrying about the attribution of success and trackable measurements to one specific part of the strategy. But, the common element in the success of all social media channels = CONTENT!
Emails rely on content; Tweets rely on content; Facebook updates and campaigns rely on content. Since content is the common thread across social media channels, it's difficult for one department to "own" social media for a company. Due to siloed divisions and the need to be able to claim sole responsibility for success, these various content strategies often times do not coincide. As a result, execution is lacking when it could have been so much stronger. At Compendium, we suggest your corporate blog is the most sustainable place to publish social content. That's because the business owns the content, owns the blog, owns the template real estate, and controls how and to where the content goes.
But there is hope of more adoption to come from big business. Compendium's founder Chris Baggott often starts his conference presentations by asking how many people in the audience have the word "Content" in their title. Good news - we are starting to see some hands go up. Companies are hiring Content Managers to help break down the departmental silos that trap content. And, we at Compendium are paying attention to this. The Compendium platform is designed (and continued platform improvements will help) to make it easier for businesses to both capture and create engaging, focused content as well as get it shared online so it can do its job.
Comments for Corporate Silos Affecting Content Marketing Success
blog comments powered by Disqus