Wednesday, March 14, 2012

Show me the Social Media money!

My, I must be getting sensitive after all these years in the digital industry. I've just got a bit annoyed after reading a single tweet.
No, it wasn't a rant by one of the angry accounts I follow, nor a bigoted response to a pressing social matter... It was this one:
"The number one objective for social media strategists is to evangelise a new initiative"
(I've withheld the name of the person who tweeted this, but if you have the skills.... You can find out who it is yourself).
In my honest opinion this is NOT the first objective of anyone in social media, let alone someone responsible for the strategy.
Let me explain...
I believe that the most important role of anyone in any company is to support the organisation in its business objectives and responsibilities. These typically are to make money and reduce costs.
Sure, it is also the role of most employees to: take responsibility for their work, think innovatively (although perhaps more those in a more supervisory / management position) and question traditional business practices. But for a social media strategist to consider the evangelising of a new initiative as their principle role..... Is surely missing the point?
Are they not there to: asses, measure, understand and come up with strategic initiatives that make a difference to revenue, operational efficiencies, brand value, etc.?
I would very strongly reconsider the position of someone employed at a senior strategic level who does not understand this economic fundamental.

I'll keep my original posting above, but provide clarification after some subsequent information has come to light (thanks Gabrielle). The Tweet I referenced was not actually the thoughts of the person (Jeremy) who tweeted it:!/jeremywaite/status/179667787705364481
but a quote from someone else at SXSW who made this statement.

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