In today’s corporate environment the vertical integration of all marketing facets is fast becoming the norm. The adage of “wearing many hats” that was once synonymous only with entrepreneurship, is no longer. Corporate marketing is increasingly becoming, in their own corporate space, a marketing hub for their brands, services or products.

If you’ve been following our blog 3H hoopla, you know that I have posted many times about the changes in technology and what that has meant to the advertising and creative field. Today I’m going to focus my perspective on what those changes have meant to corporations. Technological advancements, in terms of today’s computer and software systems, have allowed corporations to get “a handle” on their creative. Desktop publishing has given way to more sophisticated marketing and creative departments. Many corporate businesses have full internal marketing and creative departments, staffed with art directors, creative directors and graphic designers. Needless to say, this also means there is a greater need for full internet connectivity and monitoring of the way the corporation presents themselves to their target audience online, requiring a merging of the IT department with the evolved marketing department.

Over two decades after the launch of desktop publishing and the worldwide web,  the business world is “a buzz” with social media.

Today’s corporate marketing departments are now finding themselves having to contend with all the social media platforms: Facebook, LinkedIn, Twitter, Pinterest and Instagram, to name just a few! Although the social media channel is nothing new, its platforms are relatively unchartered territory for corporate marketing. Many don’t know how to use them effectively, or evaluate and monitor their use.

As a result, many corporate marketing departments are becoming entrepreneurial adding  yet another  hat, social media to the number of hats they are currently wearing. Unlike entrepreneurs however, budgets are the not the motivating factor in initially taking on social media as a DIY (“do it yourself”) initiative. What ever the motivation is, it isn’t too long before corporate marketing is faced with the fact that to really run and maintain any social media property effectively, it takes a lot of time, focus, energy and knowledge.

Corporations are vertically integrating their creative needs and now, their social media needs.

On a theoretical level it all makes sense. At the surface, staffing for social media simply involves a good command of the English language with a strong understanding of social media properties. Right?  Corporate businesses can now “own” all the layers of marketing, from product development, brand management, creative development, design and execution and now social media. The motivation of control and “owning” the brand voice is a real concern, but there are creative professionals and agencies  that can be outsourced to provide this service seamlessly.

All this to say, social media isn’t a layer of marketing to be taken lightly. Social media entails strategy,  investigation, monitoring, writing and engagement on a continuous (24-7) basis. At this point of the life cycle of Social Media, does it make sense for corporations to spread their resources too thin by including social media into their marketing layers? What are your thoughts on this, I’d like to hear about them.