Smart, scrappy marketers aren’t looking for bigger budgets — they’re looking for the great stuff they already have that can get people talking. A few things you should explore:
Who should own Social Media in the organization?
The challenge in answering that question comes from a lack of clear definition. It depends on how you (and your organization) defines Social Media. Some see it as a communications channel, while others use it to extend their advertising. Other companies use it for customer service and some use it as a platform to experiment with content marketing. None of those are inherently right or wrong, they’re just different uses (and there are countless more). The long-held debate (and yes, we’re looking at over a decade of Social Media usage, at this point) was about whether or not Social Media should be a part of the Marketing department or the Communications department.
It goes by many names: branded content, custom publishing, content marketing. Cheap and ubiquitous web technology has become fuel for a rising trend of businesses becoming publishers and brands becoming media companies. Through content creation, brands can engage directly with an audience rather than relying on intermediary media channels. If you publish and spread great content, customers will come to you.