Evan Schuman's StorefrontBacktalk

The two biggest changes that marketers are facing:

• Brands losing the capability to directly control their message more each day. That message is now owned by the consumer.
• Brands now having the capability to engage in a dialogue with consumers on a personal, more detailed level much more easily than ever before.

For marketing teams that have been used to controlling the message and the communication format, these changes are more than a little disruptive. Although million-dollar TV commercials are not dead, a YouTube video on the front page of Digg might have more impact.

So what should IT do to help their marketing counterparts succeed in this new marketing era? It’s simple: Help.

Step 1: Make Sure Marketing Has A Basic Understanding Of Social Media Tools. Make sure that they understand the basic functions of each tool and the differences between them. Note: If you aren’t familiar with these tools below, become very familiar. In fact, become an expert. That knowledge is a big part of your “new” job.

For example:

• Blogs: WordPress, Tumblr, Blogger, etc.
• Social networks: Facebook, MySpace, LinkedIn, etc.
• Video: YouTube, Google, Viddler, UStream.tv, etc.
• Twitter
• Flickr
• Bookmarking: Delicious, Digg, StumbleUpon, etc.

Step 2: Teach Marketing About Netiquette. Remember that they may not understand the Internet the way an IT person does. Explain some of the dos and don’ts about these online tools.:

• Treat your “friends” with respect, as members of the community, not as leads.
• Offer insight/advice, not sales pitches.
• Ask questions such as “What can I do for you?”
• Listen/read much more than you talk/write.
• Explain “lurking” and why it is not a bad thing, especially when they are new.
• Treat social networks like a cocktail party. Don’t just pass out business cards, talk to people about their interests.

Step 3: Be Available To Answer Questions. As your marketing partners learn and as the tools evolve, questions will obviously come up (Which video quality should I use?). Make sure you are available to offer your expertise both now and in the future. If it makes sense, set up regular meetings with the marketing team to discuss the latest and greatest tools and developments.

I should point out that my opinion on social media has changed 180 degrees in the last two months. I had previously been in the camp that said IT needs to “control” social media activities. How could we possibly let marketing work with an outside technology vendor without IT being involved!?!?! This old way of thinking doesn’t work in today’s world. For marketers to be successful in this space, they are going to need our help, and that help should not include our structure.

This attitude change may be scary for some IT shops. Letting go of control is very difficult to do. But the world is changing, and IT must adapt to these changes like any other organization or risk being left behind.

What do you think? Love it or hate it, I’d love to gain some additional perspectives. Leave a comment, or E-mail me at Todd.Michaud@FranchiseIT.org.