Originally published in PR Week
We’ve entered the next phase of social media. The experimenting is over. Social media has transformed our business; how companies communicate will never be the same. And I mean communicate in the broadest sense of the word, including marketing, customer engagement, market engagement for R&D and product development, etc.
From where I sit, many chief communications officers are helping to drive this change and will be at the forefront of this corporate transformation.
But I also see many who aren’t. The clock is ticking and it’s time to do what’s required to provide leadership.
The alternative: Marketing will do it for you.