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On Company Wide Social Media Engagement: A Bridge Too Far

@Cliff -- good point and I do agree that a company with a staff that is fully engaged (and experienced) in social media has a competitive advantage.  I've yet to come across that though.

Granted, most of my clients are large global brands (i.e. Microsoft, Cisco, EMC, British Telecom, Pitney Bowes), rather than start-ups.

However, these global companies are sophisticated when it comes to marketing and they still have pockets of social laggards.


@Elliott -- I have a different take when it comes to establishing sales benchmarks for any social media program.  It's an absolute must to achieve a truly measurable ROI.

I do agree that a sales team needs guidance on how to appropriate participate in social networks and online communities.  In fact, I wrote an article last year on that very topic.  Here's a link:

3 Sure Fire Ways to Turn Your Sales Reps into Social Fanatics


March 4, 2011    View Comment    

On 3 Flavors of Social Media Execution in a B2B Corporate Environment

Hey thanks, Sarah.

Like you, I spend a fair amount of time with top-line executives making the argument for social media to be at the forefront of a communications strategy.  My strategy is to focus on the business value of social, positioning it as merely another channel.

Yes...it can be much more than that.  Yet, the biggest obstacle I often face is just getting an organization started.

BTW...I just took a stroll around your blog, Tribal Impact.  It's excellent -- both in content and presentation.  I've added it to my Google Reader.

November 30, 2010    View Comment    

On The End of Anarchy in Social Media


I was not an early adopter of social media, yet initiated a transition at my consultancy once we recognized the measurable ROI potential of these new channels of communication.  And by ROI I mean benchmarks aligned with lead generation, cultivation of sales leads, deal capture and SEO.

About a year ago I wrote a blog post that outlined the three phases of social media engagement.  It is based on our work for clients like Microsoft, British Telecom, Sun Microsystems, BearingPoint, Monster, TANDBERG, among others.

Here is a link:


January 18, 2010    View Comment    

On Advancing the Discussion of Social Media & ROI


As a social media consultancy working with technology and healthcare clients, it became clear to us about two years ago that we had to deliver a return for our clients in lead generation, sales cultivation and SEO.  You know...benchmarks that can actually be measured.

I've written about social media ROI extensively on my blog (http://www.strategicguy.blogspot.com) and you can find case studies that overview our programs for Microsoft, Monster, Sun Microsystems, BearingPoint and British Telecom here: http://gotostrategic.com/site/index.php/site/cases/

Good post!

December 22, 2009    View Comment    

On Emulating #1 is a faulty strategy

While I agree that differentiation is a core component of most branding and communications programs, there are instances in which a copycat strategy can be effective.  For instance, the public relations consultancy I work for represented a manufacturer of radios for first responders that competed against Motorola.

With a 90%+ market share, Motorola was incredibly formidable and had more marketing and sales resources.  In fact, many of the their contract wins were sole source.

Our approach:  choice in a Motorola world.  We knew that by positioning the company as a viable alternative to Motorola we would get into more competitive bids.


February 17, 2008    View Comment    

On Forrester tells ad agencies to change or die

I run a technology public relations boutique in the Washington, DC area.  I agree completely that there is a sea change in the advertising, marketing and PR agency world.  Social media technologies and tactics have given us another channel to connect with, message and engage influential audiences.

What doesn't ring true with me is Forrester's argument that we should "nurture connections", "create pull interactions" and "facilitate conversations." 

I have enough trouble validating the ROI of traditional public relations activities in which awareness and third-party credibility conferred by the media can be measured.  I'm not sure how I could possibly convince a company to invest resources on a campaign designed to facilitate conversations.


February 14, 2008    View Comment    

On What Does Free Earn? GoDaddy Go Figure

Excellent post as this is ultimately about the value of awareness and positioning.

Reminds me of the advertising cliche in which the CMO says, "I know half of my advertising budget is wasted.  I just don't know which half."

Marc Hausman
February 7, 2008    View Comment    

On The Essential Sales Proposal Checklist

This is the criteria that resonated with me:  Are we sure that another vendor doesnÂ’t have the inside track?

In a professional services environment, it's all about building the relationship with the prospect.  Prospects tell you what they are thinking by how they spend their time.  When we have trouble getting a prospect to invest time with us to discuss their specific requirements and challenges, it is often because they have already established a relationship with a competitive public relations consultancy.

Marc Hausman

February 4, 2008    View Comment