Tag: social media

Personal Brand versus Corporate Brand

Over the past six months I have noticed the phrase “personal brand” popping up more frequently than ever before. Usually, the phrase is used in the context of a complaint about someone’s social media approach. Personal brand is a politically correct way of saying “self-promotion.” And it is particularly challenging with spokespersons and thought leaders that are amongst the most…

Who in Marketing Should Own Social Media?

The subject of who should own social media accounts is a highly controversial issue in almost every B2B company I speak with.  The good news is that there is a lot of enthusiasm and passion around social media in marketing organizations.  The bad news is that there can be cutthroat competition for ownership that creates a civil war amongst your…