If your company has not (fully) embraced the web yet and decided to do so today, it isn’t as simple as flicking a switch. Nor should it be. Digital marketing is a journey, one in which both team members and organizations should embark on rather than simply taking a “check the box” mentality.
Jeremiah Owyang has a recent post where he makes the point that social business is like the internet in 1997. He’s spot on, but the post highlights something larger he didn’t say.
Either due to lack of experience producing real business results or naivety as to what they’re talking about, many consultants and media professionals set the wrong expectation with social media marketing.
As someone who grew up using the web, specifically social channels (I was a message board and forum power user / community manager in the 90′s) I never really considered digital content creation “work.” It was just how our generation communicated.