Social Media: The Good and the Bad for Thought Leadership Marketing
The multitude of market discussion on social media and thought leadership seems to center on how effectively blogs, Twitter, social networking sites and other online tools can propel ideas into the mainstream.
Hard to argue against it, especially when a professional firm like McKinsey can go from zero to 48,000 Facebook fans in two years.
But I see few pundits discussing a certain downside of social media for professional firms, one that goes beyond the reputational risk from in-house bloggers saying the wrong things. It's this: Social media greatly raises the bar for everyone on the quality of their ideas.
If every professional firm can market its ideas through blogs and other social media, that means there are many more ideas for executives to view. On seemingly any topic, the well-reasoned opinions of dozens of experts are now very easy to find. Ten years ago, it was hard to find a handful, and it typically required going to the company librarian.
This is one of the messages I will make in a presentation to consulting firms this Friday (March 19) in New York City. The event (titled "Thought Leadership Rewired") is focused on social media and thought leadership marketing in consulting firms, and the host is the Association of Management Consulting Firms.
Has anyone in your firm talked about the bar of idea quality being much higher today? And if so, what is your firm doing about it?
Why This Blog?
We all know big ideas can change the world. Business is no exception: A number of big, beneficial management ideas have fundamentally altered the way business is conducted and improved society. And we need many more to come.
This blog is for anyone who wants to create or market big management ideas, whether you are an expert yourself or a marketer charged with bringing the ideas of your firm's experts to market.
I have helped consultants and other professionals develop and market their ideas since 1987. At the beginning of my career in "thought leadership marketing" (although we didn't have a term for it at the time), I had the extremely fortunate opportunity to work at the consulting firm that created the biggest consulting concept of the 1990s with the late Michael Hammer: business reengineering. (More on my career here.)
Since then, my firm has helped dozens of experts translate their ideas into Harvard Business Review and Sloan Management Review articles, books, research studies, white papers, and opinion articles in popular publications (e.g., Financial Times, Business Week, and Forbes).
I welcome your ideas on these blog posts so please feel free to comment on them. Through the exchange of ideas, perhaps we can raise the thinking on "thought leadership marketing" to another level.
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Este blog é uma representação exata de competências. Eu gosto da sua recomendação. Um grande conceito que reflete os pensamentos do escritor. Consultoria RH
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