Why Marketing Must Be the Catalyst for Social Media | IT Services Marketing Association

Title:

Why Marketing Must Be the Catalyst for Social Media

Author:

Chris Koch, Katie Espinola

Date Published:

May 18, 2010

Ref. Number:

OLB100511

Pages:

38 slides

An archived version of this Briefing is available for playback. ITSMA members with online access may access the archived Briefing by clicking on the “Playback” button above. Nonmembers who purchase the Briefing will receive an email with a link to the archived replay.

In ITSMA’s recent social media survey, we found that in most organizations, marketing is the catalyst for social media being used by others in the company. In this online briefing, ITSMA’s Chris Koch and Katie Espinola will examine marketing’s role as the catalyst and offer case studies from top B2B technology companies. Some of the issues we explore include:

Finding and supporting subject matter experts to participate in social media channels
Training employees in social media
Creating guidelines for social media usage
Fitting social media into current marketing organizational roles

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