Recently saw an interview with Jack Welch on Morning Joe. He commented that we need a new word for these economic times…….a descriptor that lands us somewhere between “recession” and “depression”. I guess we’re too sick to be a recession but still have too strong of a pulse for a depression. So: decession it is.

Whatever we call it, lots of conversation and content focuses on “the use of social media to save marketing dollars” during this decession.

Let’s press pause and think about this. Regardless of economic conditions, business needs drive marketing approach. Social media only makes sense IF it has a legitimate role in delivering on objectives. Too often we see companies adopting social media or building an online community because a) it needs to be crossed off a list, b) it’s ‘cheap” or c) there’s a new cool tool that is just too irresistible

The result is a mish mash instead of a strategic mash-up. Said another way, there’s lots of disconnected social media experiments that do not roll-up into a strategy. and offer few meaningful metrics against business drivers.

Isn’t this current “decession” a good time for us to not only find ways to drive marketing efficiencies but also to thoughtfully integrate social media into an overall strategy that will drive growth?

Cheryl Treleaven
Cheryl Treleaven

Principal

Engaging your customers is at the heart of successful marketing programs. For more than 20 years, Cheryl has been building and executing content and thought leadership strategies designed to do just that. She is excited to be applying that well-honed skill to a help companies like Microsoft, Cisco, 3M, Intel, Capital One and Barclaycard tap into their stakeholder communities and build sophisticated content strategies.

Her experience base spans a range of industries – from technology and financial services to retail, travel, consumer products and healthcare. Cheryl has served as an integral member of her clients’ marketing teams, providing counsel on marketing and brand strategy, thought leadership, media relations, product introductions, and event management.

Prior to joining ComBlu, Cheryl spent 10 years leading corporate marketing for large, complex organizations.