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.

“Content strategy is a relatively new name for an old line of work. But in the era of “the internet has changed everything,” a content strategist is someone tasked with making sense of the wealth of content floating about in the ether…At Confab, the first content strategy conference, held recently in Minneapolis, content strategists from around the world gathered for a group hug and to make sense of this new field.”