CMO’s have one of the most unique opportunities in front of them that they have ever had and I wonder if they will be able to capitalize on it. Naturally some will and some won’t but those that do have a shot a re-writing the charter for ALL CMO’s going forward.
Let me explain …
2009 was the year Social hit its tipping point and from here on out we will never be able to go backward. So my prediction is that next year you will see Social Media start infecting all areas of the company in making them more social not just the Marketing and Communications departments.
For Example …
Product companies will have a strong social approach to product development using Social Media. Pure Service companies will work with virtual teams to source and deliver work from far flung parts of the world. Finance teams will be getting tweets on billing and finance issues directly from the socialsphere rather than from the marketing guy. Recruiters are clearly already using Social Networks like LinkedIn as their first source of candidates and this will continue even further. HR will require checking the background of new hires via Social Networks. IT was already on the scene with Web 2.0 technologies when Social Media hit but they will continue to embrace new technologies and other forms of collaboration. And Legal has been working and reworking policies on Social to adapt to the changes and they will continue to do so in light of disruptive technologies like GoogleWave. Investor Relations and Sales are both using podcasts to reach their very different audiences.
The CMO has a unique opportunity to play a leadership role in transforming the company using Social. Being the advocate for the customer and bringing everything the company does into focus around social.
The question is: are you up for the challenge or will you let this pass you by?