Should Businesses Appoint A Chief Community Officer (CCO)

15/04/09

The world of marketing is changing rapidly to keep up with technology developments, such as the rise in social networking. Brands are now facing challenges about how best to engage customers and build on their reputation to keep them coming back for more. Social networking initiatives have allowed them to do this, but as this relatively new marketing tool grows in popularity, many brands are starting to question what else their initiatives can do for them.

Chat Moderators believes that companies should start to think about employing a chief community officer (CCO) to maximise the chance of their social...

...networking initiative becoming a success. This can mean employing someone to fill the role of the CCO, or using an outsourced community management service to take the role of the CCO. With social networking, brands are no longer controlling the message, as they would an advert or a brochure. However, this could be a good thing as where a few consumers may stop to read an advert, a good blog or forum post can resonate with thousands. The role of the CCO is to help manage what is being said about the brand.

Rob Marcus, director of Chat Moderators, comments, "Social networking can do wonders for a brand, but only if it invests time in getting the initiative off the ground. Many brands make the mistake of believing that users will flood in to use their newly launched social network, but without the brand "attending" itself until others join and begin interacting and forming friendships, why would anyone else want to be there? For example, you wouldn't invite people to join your party and then leave them alone in your house with no host. As a host, you can ensure that people... continued on page two >

 

 

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