CMOs Must Orchestrate Social Initiatives

Social Computing reaches across and beyond the enterprise. Its potential impact on the brand experience is substantial. People all around the company are adopting social tools for their ease of use and ability to satisfy customer needs. The challenge? How to best coordinate and benefit from social interactions when everyone is involved. The bottom line is that interacting with social customers requires orchestration, not central control. Using our connect-the-dots framework, this document lays out the role that senior marketers should play in the different aspects of the social experience.