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How Social Media Will Change Your Job | Member Predictions

By Laura Morris

It’s that time of year again – predictions and “what’s in/what’s out” lists.  Thought I’d jump onto the bandwagon by sharing some of the themes we’re hearing from leading B2C marketers as we ask them “what’s next?” for marketing.  Here are a few of the more provocative ways F1000 executives think your job is likely to change in the decade ahead.

What Marketing Did (2000s) What Marketing Will Do (2010s)
Created polished, resonant creative messaging to persuade consumers to buy their products/services. Curate organic content from a variety of different sources to help consumers meet their needs.
“Owned” customer-facing communications. Act as information hub to enable seamless customer communication from peer functions (PR, Customer Service, etc.) and employees.
Invested heavily in front-end Web marketing campaigns to drive customers to the corporate website. Invest heavily in back-office market research and NPD/R&D capabilities to use the social web as real-time feedback loop for product/service improvements. 
Relied primarily on traditional media for “air cover” to hit volume targets; continued to invest in digital to better target messages. Rely primarily on traditional media for “air cover” to hit volume targets; continue to invest in digital to better target messages. (Not everything’s going to change).
Established centralized Web/Interactive departments. Build broad-based social media capabilities across the organization as social becomes embedded into everyone’s job description/role.
Hired influx of direct marketers & analytics specialists to manage higher volume of more sophisticated data streams. Hire staff with backgrounds in anthropology and sociology to make faster decisions based on high volume of unstructured, qualitative information.  (But keep those analytic folks around.) 
Focused on search engine optimization (SEO) as a critical lead gen tool. Focus on cultivating brand advocates across target networks to ensure products/services pass through filter of social search.
Took a “big bets” risk posture, managing the innovation pipeline to deliver 1-2 sizeable product/service improvements at a regular cadence. Take a “fail fast” risk posture, opting to make 100 small, incremental improvements at a quick clip cadence.     

What do you think?  Any other shifts you’d add to the list? 

If you’re a predictions junky (like me), check out Jay Baer’s “Colossal List of Social Media Predictions” for 285+ more items of fun.   

MLC members, stay ahead of the curve:  Join us for an upcoming “Profiles in Social Media Success” event to learn more about how social’s going to shake things up in 2010.  We’ll be in London on February 9th and in Chicago on February 23rd  to share our latest findings — I’d love to see you there!

Also, I’m heading up to New York next week for BDI’s “Social Integration” conference on January 13th.  They’ve got a great group of marketers lined up from companies like Pepsi, HP, and Intuit to share their social media “lessons learned” — and MLC will be there to facilitate a roundtable discussion on scaling social media across the enterprise.  If you’re in the area, join us!   

Comments from the Network (2)

  1. Kobi James
    on January 11, 2010

    Some people are against the concept of social media. Using the DiSC profile, they are typically DCs. The ISs use social media.
    Changes we will see in the future
    1) Product safety recalls going our on Twitter. Because you can copy a Tweet, the ability to spread information is only limiited by the number of followers.
    2) User groups (membership sites) being sponsored by companies via thier Facebook page.
    3) software updates being mentioned on social media
    4) we already see job postings on LinkedIn – can twitter be far behind

  2. Chaitra
    on April 29, 2010

    Hi Laura,
    So we said. The times are changing and roles for marketing and communications needs to change.

    As I realize my role, I see me and my team to become the curator of organic content, act as information hub, enable real time feedback loop for improvement, invest/develop/coach in role based comms, build social media capabilities for engagement, trend analysis of fragmented data to make sense of information.
    Your blog was really informational for me to articulate the role we play to help other teams :)
    Thanks for sharing.

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