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Jun 17 Posted 8 months ago
Thanks for your comment Guillaume!
A quick observation would be that, as Steven Covey identified, we often don't begin, or continue to work, with the end in mind. A good sense of what we are hoping and planning to achieve through our business and then seeing how all the various pieces fit together and work together in helping us achieve it.
You mention silos, and the silo mindset, whether between departments in an organization or in the way we compartmentalize various marketing activities/functions, works against us in moving us towards the end or vision we have for our business.
Jun 16 Posted 8 months ago
Great point Sue and one that I've often seen underestimated (as I highlighted myself in a talk last week: http://sco.lt/8cXY81).
As you pointed out, one of the reasons for this is certainly the hype on social media (and its apparent simplicity). At Scoop.it (I'm one of the founders), we've been trying to identify the other reasons explaining that by observing how many companies - small or large - were considering their content strategy:
- small businesses are often finding it difficult to integrate their social media publishing efforts with their own website in a simple way (hence our own efforts to integrate with Wordpress, offer embeds and make website integration super easy);
- larger companies can also face that (even when they have IT departments, they're not always reactive and available for marketing-driven projects) but there's another factor: very often, social media publishing was initially defined as a standalone role (and even if it's a cliché, sometimes to the millenial in the team who "got it"). This meant it grew in a silo alongside other marketing activities such as SEO, content marketing or building up the WebSite to modern standards.
I'm curious to what other factors/bottlenecks you' ve identified with your clients?