Best Practices: Cisco’s Smart Departmental Structure Managing Social Media
By Steve Farnsworth @Steveology
One of the best companies at using and adopting social communications and social marketing effectively is Cisco. Under the deft guidance of senior management, people like Jeanette Gibson, Director of New Media, Cisco Corporate Communications, they have repeatedly shown how to do well what other companies are still debating to do at all. …and it’s primarily a B2B company.
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Posted in: Social Media Marketing
But I Get Up Again
June 22, 2011
Cisco has also been a leading presence in Second Life (secondlife.com), the top virtual reality site.
Olivier Choron
June 26, 2011
Sorry but I do not call this best practice. For a company that sells through channel partners (nearly 100%), why doesn’t the words ‘channel’ or ‘channel marketing’ or ‘channel support’ or ‘channel operations’ show up on the chart? Cisco should be, like most IT vendors, including their partners in their social media strategy.By leveraging these, their reach would be multiplied by a factor of 100,000 (the number of partners they have)…and it can be easily done…
Steve Farnsworth A.K.A. @Steveology
June 28, 2011
I don’t know that’s the case with Cisco, and suspect that is a bad assumption to make. I drew this chart based solely on my short conversation, about 3 minutes, with Petra. The smart part, in my view, was knowing how to divide up the the different social media elements for the greatest manageability. What works for them, may not work for someone else, but I think it is a model worth reviewing for any company thinking about how to support SM efforts since they are one of the best at social media/company integration. Knowing a few of the key players involved at Cisco, I bet they actively interact with the channels, and it is my drawing that is lacking with that detail. Your question, however, seems like a great follow-up post to go deeper on their SM organization. Now I’d like to know how they do that, too. Next time I connect with someone from the Cisco SM crew, I’ll try to get an interview on that. Thanks for the idea, and your comments!
Olivier Choron
June 28, 2011
Thank you Steve. I was provoking a response but like you I think they are doing very well in SM (as they do elsewhere :-)). That said, please ask them the question and show them to http://www.purechannelapps.com for a solution… Cheers/O
PS: and continue posting these great articles!
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