Small companies jumping into social media mayImage constrained by resources. But a large company that spends year controlling its messages to maintain a positive, consistent face in the marketplace might just find it  even harder.

That’s why big companies need to determine if they have the right structure and culture to engage in all-out social media strategy -- to be “real enough” or transparent enough to show their flaws, says Todd Wheatland, vice president of marketing and thought leadership at Kelly Services.

For this latest interview in our CMO Interview series, I turned to Todd to discuss 2012 marketing issues  on the advice of Ardath Albee of Marketing Interactions, herself a noted thought leader and a member of The Customer Collective’s advisory panel. Ardath never has steered me wrong.

In Todd, I found an Aussie based in Paris who recently was named one of the top 50 marketers to watch this year by The Content Marketer blog.  It described him as “a marketing pioneer at Kelly OCG, shifting an enormous portion of the company's marketing budget and energy to content.”

In the video below, he talks about the hurdles large companies must overcome to be successful to act in realtime, the transparency that must flow through everyone in the organization, and the blurring of lines between business-to-business and business-to-consumer marketing.