I follow Steve Rubel, SVP and Director of Insights for Edelman Digital. I have great respect for the folks at Edelman and we have the pleasure of working with their Health Care Group on social media efforts and collaborative systems for the major clients we share. While most of us are tired of last years "Social Media" boom, CMO's are now beginning to understand its value, oversee its implementation and by the looks of Steve Rubels insights, focusing their marketing dollars heavily on it this year! During a recent meeting with Forbes they shared a summary of their recent survey of Chief Marketing Officers (embedded below) with Steve and the gurus at Edelman. Social Media is alive and well in brand marketing and will now have the budgets to back it up!
I've long championed PR, great copy writing and story-tellers when developing digital projects for our clients. Some clients listen and find the creative funds to support the content process and PR brand effort. Most don’t or don’t want to bring the PR group into the project as it may slow it down (and it will but for good reason). Over the past 15 years we've seen copy come in from all sources and departments. We have very skilled copywriters and editors that smooth out the copy and inject SEO friendly words and phrases in accordance with the Search engine strategy we've defined but with a PR agency involved it validates and extends the entire effort to more meaningful level particularly in the Social space.
In the past, PR would sit in many departments such as corporate communications. Now it is more closely aligned with marketing and under the close radar of the CMO. This is an important shift and proves that Copy, Context and Corporate Culture are critical to all digital marketing initiatives especially in Social. It seems that the trend will continue, which is good news for any PR agency or copywriter... and for we at Networks as well! Thanks Steve. Great article.