It’s well known the average CMO, meaning Chief Marketing Officer, doesn’t last even two years. No wonder. Despite all the other challenges facing a top marketing person, here’s one more: the job doesn’t exist in the new social media world! It’s hard to hold on to a phantom job in an ever-disappearing traditional field.
The new CMO, according to social media modernist Brian Solis is a Community Management Officer. Not responsible for getting messages out, this new position is one of engagement and relationship-building. As Solis states in his new e-book The Art and Science of Blogger Relations: “they are on the front lines of listening and engaging in conversations across the web.” If you don’t have a Kindle, you may not be able to read it. Solis is totally dedicated to engaging via new media replete with typos throughout the copy and all.
Unlike ivory tower Chief Marketing Officers with big corner offices in corporate complexes, the Community Management Officer is down in the trenches, trolling the web and providing valuable content in key areas. It’s a person who tends to be ahead of the times, much like Solis who blog published his Social Media Manifesto in June 2007!
Warning: It’s not a short read — at least 11 pdf pages, in direct contrast to the average blog post.
Recommendation: Read it. It foretells the future of communication.
Since the social media world is all about making the world smaller, I was not surprised to see that Solis had co-authored a book on PR with Deidre Breckenridge, a Jersey girl who heads the PR for PFS Marketwyse, an ad agency that pitched me at the newspaper almost a decade ago. We didn’t hire them, but they had amazing work. They showed us an ad campaign for positioning the newspaper that I remember to this day. We didn’t buy it , but it was a campaign the newspaper industry as a whole through the NAA (Newspaper Association of America) should have adopted. Perhaps if they had, they’d be in better shape today.