Comments on: Integrating Social Media- A Middle Up Down Approach

By: christmas stocking fillers

christmas stocking fillers — Sat, 07 Nov 2009 12:26:15 +0000

Totally awesome post here with superb examples! This is one of the most effective presentations of the point that the social media juice strengthens when integrated with other marketing efforts.

By: christmas stocking fillers

christmas stocking fillers — Sat, 07 Nov 2009 06:26:15 +0000

Totally awesome post here with superb examples! This is one of the most effective presentations of the point that the social media juice strengthens when integrated with other marketing efforts.

By: simpliflying

simpliflying — Mon, 02 Nov 2009 06:24:52 +0000

Quite an interesting perspective Chris. At SimpliFlying, we've been going top-down. I mean really top – CEO or SVP level for airlines/airports. It may be peculiar to this industry vertical, but we've realized airlines to be very siloed organizations. Moreover, anyone who's not in the Top 30% of the workforce seldom seems to control any budget, even though he may hold decision-making power.

In fact, we've either been working with those right at the top (who control the budget) or those right at the execution level (with whom we can work on a tactical level). And it's a constant value-add that does the work, as opposed to a one-off sales pitch. What're your thoughts? Sustainable practice?

By: Rob Wilcox, CEO

Rob Wilcox, CEO — Sun, 01 Nov 2009 15:38:04 +0000

We've found it's a continual system of feedback. Naysayers get validation, indian chiefs get blessings and direction, project managers get…to wait for next month's results! As CEO, I had to get a grip on social media and have the team managing that keep me up to speed. It's that consistent circle of feedback that keeps us going and fine-tuning our direction all along.

By: wholesale kids clothing

wholesale kids clothing — Thu, 29 Oct 2009 09:39:40 +0000

I agree with ekochman.

By: Ray

Ray — Thu, 29 Oct 2009 05:18:20 +0000

As I can see, I believe this will only work “wonders” to middle tiers. Sometimes those people above the chain doesn't really need “excitement” to do business. Although I know making such “excitement” could provide more revenues, all I want to say is that they can survive even by just doing the traditional means.

By: Social Media Marketing- The 3 Biggest Reasons Fortune 500 Companies are going Social | SocialMediaBlogster.com

Thu, 29 Oct 2009 00:12:42 +0000

[...] Integrating Social Media [...]

By: 9 Must-Read Posts About Social Media | pamorama

9 Must-Read Posts About Social Media | pamorama — Wed, 28 Oct 2009 16:58:08 +0000

[...] Integrating Social Media- A Middle Up Down Approach In talking with Jess Krywosa yesterday, I realized that I hadn’t explained much about my take on how I get traction on social media projects in companies. The way we do it at New Marketing Labs more often than not is with what I call the middle-down, middle-up approach. Okay, that might take a few sentences to explain for some of you. [...]

By: markpmsg

markpmsg — Wed, 28 Oct 2009 14:36:28 +0000

Chris — in my experience, we have had difficulty getting the middle up as far and as fast as we would like. The key to success has been when we can get our efforts to clearly contribute to the metrics that the senior person is evaluated (and compensated) on. Then the actions have clear merit :), and can be driven up in the organization.

When we have been involved in a “nice to have” initiative that may be a passion of a middle manager, we have struggled to get buy-in when push comes to shove — when the planning turns into an effort that requires work on the part of support groups or sales.

By: Nick

Nick — Wed, 28 Oct 2009 14:13:24 +0000

Whether we go middle up/down or not, I think the key take away is “we work to make [our customer] successful.”

That's the real secret source.