I think it’s often easier to find the things that are wrong in your company rather than appreciating the good things. Recently two things opened my eyes to just how lucky I am to work for the company I do.
The reason for this post, though, is not to shower accolades on my employer, but rather to point out some important things that could impact the marketing and social media efforts of companies.
Last weekend I was at a wedding, and one of my former colleagues was there. I was thrilled to see her because I adore Caitlin. She is a smart young woman, a beautiful and talented writer and a genuinely nice person.
She is now working for a biomedical company. She made a point of telling me how behind the times the company is. There is no overall marketing strategy, there is no coordinated communications efforts or advertising efforts, and social media is a completely mystery to them. In fact, the vice president asked her, “So, that Skype. Is that Facebooking?” Wow. It seems almost impossible in this day and age, right? Surely that company is an anomaly, yes?
Apparently not. Yesterday, I read a post shared by Mark Ragan called “Lessons from a social media disaster.” The post describes a company that appears to be in total chaos: no strategy, no leadership, no IT support, no content creators. Another wow.
So I guess that company that was NOT an exception to the rule. I guess I am lucky in that I work for a company with a clear mission, vision and goals. On top of that we have strategies and clear tactics for all of our marketing and advertising efforts. What we do always supports the overall mission, whether it be marketing, social media, advertising, or caring for our community. We also have policies and procedures so everyone can understand what is expected of them.
Having worked in this environment for all of my career, I think I would be completely lost in a company that didn’t function this way. It’s hard to imagine trying to do anything today when you don’t have a coordinated effort among all the parties responsible for your company’s success. In fact, it sounds like a perfect prescription for failure, right?
Or maybe I’m just partial to doing things that make sense. Personally, I think it’s that strategy that holds the key to success in everything you do. Without a plan, you’re kind of like a fish out of water, especially when it comes to social media.
Do you have a plan when it comes to your marketing and social media efforts? Are there things that you would change about your organization’s environment or culture that you think would help its success? What would it be?