jeromepineau
Member Since: 27th Jun 2013
Blogger
"If you find yourself in a comfort zone, you're probably parked illegally".
I was born in Paris, grew up in New York City, then lived in New Jersey, California, and Switzerland. I've been a software developer, entrepreneur, sales engineer, technical evangelist, community manager, and social media strategist. Yup, all in the same lifetime.
Years ago, I discovered Twitter, blogging, community management, social media, and digital marketing. I fell in love and never looked back. Change is the only constant in this business. I was a social media strategist at Autodesk for the Global Customer Service and Support division. Nowadays, I lead product management at Sprinklr.com - the world's leading social relationship management platform.
Alain Silberstein once said "True happiness is having one's passion for a profession". I'm not sure there's another way to live.
Specialties: social media strategy • brand management • evangelism • community management • digital marketing • writing
My answers
The dichotomy in many cases is quite clear: on one hand, customer service is the most logical entity to "socialize" since it's where the brand to customer rubber meets the road. On the other hand, most enterprises have a customer-averse culture notwithstanding the pretty speeches and "customer-centric" marketing.
In my experience the most efficient, natural way to roll out social to the whole org (meaning implementing social business, which is a change management challenge) is to do it via customer service -- Marketing is the least logical driver to be using, even if that's where the budgets are typically. But winning combos (customer worship+social business desire) are few and far between in most companies today.