Chapter 21

The Question

At a time when change is just about the only constant, marketers are faced with the formidable challenge of keeping pace with new and still emerging social systems and technologies. In the midst of this seemingly endless progression of conversion and complexity, there is occasionally the urge to pull back, reflect, and wonder how you might do it differently if you had the opportunity to do it all over again.

Thirteen prominent social media thought leaders and practitioners—my fellow Social Media Advertising Consortium board members—were asked to do just that when I posed the following question:

As professionals and thought leaders in the social space, part of our everyday job seems to be helping organizations understand and embrace the tenants of social media. To a lot of people, it is a “weapon of mass destruction”—it wreaks havoc—as they simply do not understand it, are unclear how to leverage it, and are unable to understand how it has fundamentally changed the marketing and communications landscape forever. Many organizations still suffer from legacy issues and lack the maturity that can make them more “social by design.” So...

If you were going to build a marketing organization from scratch today, how would you do it?

Scott Monty, Global Digital and Multimedia Communications Manager, Ford

Scott Monty


Over the past two decades, the rise of the Internet ...

Get Content to Commerce: Engaging Consumers Across Paid, Owned and Earned Channels now with the O’Reilly learning platform.

O’Reilly members experience live online training, plus books, videos, and digital content from nearly 200 publishers.