We’re rising up in protest. Now that the marketing department is foisting all of their mediocre social media campaigns on us, the information technology department is lashing out through grimacing, sighing loudly and sending tersely worded emails. This habit that the marketing department has of “growing bored” with their tech projects has got to stop.
For the last time: We are not marketers.
The marketing department is usually focused on creativity, innovation and “the next best thing.” However, this same department is not particularly good at the mind-bending skullduggery of continually updating content on websites and social media. Once the marketing department is bored with these projects, they are suddenly relabeled tech support issues and foisted down the hall into the IT/IS division.
Uh – guess what, we don’t want to update this crap either. But unfortunately, we don’t have a department “downstream” that we can send this to, so it lands with us forever. We can’t possibly communicate our lack of enthusiasm for updating the company Twitter feed. Does anyone in marketing understand the Cheshire grins we slap on our faces each time you walk into our office with a username and password for us to use on your behalf on Facebook?
Because we really don’t give a hoot about what gets posted on your precious Twitter feed or Facebook page, we will go right out to the Web and find some content stream/RSS/Twitter feed that seems sort of appropriate and hook up your feed to that content. That way you get your updates, and we never have to log on again.
The visual you’re looking for here is of your baby social media campaign latching onto the teat of free, unmanaged content that’s probably also feeding all of our competitors’ Facebook pages. Yep, we will all be pushing the same content, written by some intern at a different company who hopefully knows what she’s talking about.
Meanwhile, we’ll be hard at work at our real jobs, which involve keeping the company’s network lit and the software running smoothly. You know, the stuff that helps the company make money.
Is your campaign really worth keeping — is it yielding enough leads and activity that it deserves some time and attention? Check your metrics. If the answer is yes, then hire against it so you can keep the campaign in your own division. I hear that social media people are young and cheap, or at least less expensive than a java programmer with a master’s degree in computer science (like you’d find in your IS/IT staff).
If the campaign is not worth keeping, go ahead and delete your profiles — we’ll help you. I promise that opting to keep these flagging campaigns alive via the IT/IS department will net the same results as having no campaign at all.
So there it is, plain and simple. Yes or No.
Marci De Vries is president of MDV Interactive, a web consulting firm in Baltimore. Reach her at email@example.com.