MarketingProfs was kind enough to publish a piece of mine, “Why Social Media Should Leave Your Marketing Department—And Where It Should Go Instead”.” It’s a distillation of a few chapters in my book, Leading in a Social World. In the piece I basically deconstruct social media marketing, and reconstructs it in a customer care space.
TL;DR: Social constructs generate value by way of social capital. Leaders interested in generating this kind of value need to think about social groups very differently than marketing segments. It’s about reciprocity and democratized relationships, very different than funnel-conversion thinking.