Thanks to Eloqua and their “Grande Guide to the Social CMO” for the following to which I’ve added my thoughts.


1. Listen. Social media offers a unique window into the lives of colleagues, customers and influencers, but only if you don’t “talk over” the opportunity. Adhering to a “listen first” philosophy will help you gain valuable insights and ask meaningful follow-up questions that can result in a mutally-beneficial engagement. This is why we have two ears, two eyes and one mouth. Use them before using your ten fingers.

2. Be authentic. The era of online anonymity is over. Social media demands honest, transparent and authentic participation. Trust comes before a relationship and a relationship comes before a sale. Social networks are human networks; don’t be afraid to share reasonable details about your personal life. Write your own blog posts and tweets and empower your employees to do the same on behalf of the company. If you don’t trust your employees to represent your company in social media, you’re doing yourself and your employees an injustice.

3. Be consistent. Do you and your company have a strategic positioning (what makes you different and better than your competition)? Be consistent in how you present yourself and your company. Your strategic positioning statement is a great place to start. Establish brand guidelines for individual and group participation within your company to ensure a consistent message is being delivered. If it’s not being delivered consistently via social media, it’s not being delivered consistently to your customers.

4. Be gracious. Recognizing and thanking others are the foundation of any good community on or offline. Whether it’s citing a source with a link or publicly cheering a colleague, remember that credit, recognition and sincere appreciation is what turns the wheel. Don’t forget to let your customers know you appreciate them, and their feedback and referrals, as well.

5. Disclose. If you produce corporate-relevant content on a social network, it’s necessary to disclose your professional affiliation. Failure to disclose will result in a loss of trust which will never be regained and a record of your nondisclosure will be forever on the Internet.


1. Overshare. Don’t share confidential information about your company, clients, colleagues, partners, friends or competition. Again, once it’s on the internet, it does go away and it affects peoples’ lives.

2. Criticize. Don’t criticize your company, clients, colleagues, partners or competition. Those who live in glass houses . . .

3. Rumormonger. Don’t spread rumors or false information about your company, clients, colleagues, partners, friends or competitors. Be clear about what is fact and what is your opinion.

4. Leak. Don’t reveal personal information about any of your colleagues without their permission. This includes posting personal photos or videos on Facebook and YouTube.

5. Falsify. Don’t misrepresent yourself or your company. Make sure the content you are creating and the impressions you are leaving are accurate and honest.

Advertising and marketing communication is not trusted today. Consumers are four times more likely to trust the word of someone they don’t know on the internet than that of a company.

People are overwhelmed with information and content and they look for sources of information they can trust. More and more this is people with relevance, objectivity, integrity, authenticity and honesty.

Tom Smith

Experienced marketing professional who has worked with more than 120 clients in 18 different vertical industries. ♦ Differentiate products and services by improving UX and delivering memorable CX to create an emotional connection to the brand. ♦ Obtain insights from analytics to solve business problems and drive revenue. ♦ Develop and implement marketing campaigns that double traffic and leads in three months. ♦ Certified Marketing Automation Professional ♦ Certified Voice of the Customer (VOC) Professional