Capture, Analyze, Act...But Don’t Forget to Organize and Align

In the past few years we have seen a dramatic change in how marketing organizations function. In the past most marketing activities were focused on showcasing company materials through print and broadcast channels. But a funny thing happened on the way to the show, social media was born. With this birth came an explosion of digital channels available for marketers to tap into to reach their customers. Customer segmentation and targeting became an even hotter topic. However, one weakness that I’ve seen lies in ownership—who really owns social media strategy in companies, Marketing or IT? As noted by the folks at IBM in their paper Social Media Analytics—Making Customer Insights Actionable, this can lead to a potentially fragmented corporate view.

In a study by Forrester Research, 54% of companies surveyed say that marketing owns social media strategy, but nearly 20% of organizations don’t have a single designated owner of their social media strategy. Without having an owner, confusion may reign and corporate messaging may get lost in the shuffle.

One way to ensure a consistent look and feel throughout your company, your website, and your social media channels is to make sure that marketing and IT are working together. It’s important that the content providers (i.e. marketing) work closely with the technical folks (i.e. IT department) to secure this type of consistent look and feel. Having a Web Content Management (WCM) platform that is tightly integrated with your portal technology can not only help with internal resource allocation, but also with customer segmentation.

If you want to improve your customer segmentation processes ask yourself the following questions:

  • Who owns social media channels?
  • How tightly integrated is your WCM and portal platform?
  • Who is responsible for turning customer insight into actionable information?