In the movie (adapted from a graphic novel) Watchmen, the protagonist, Rorschach, fights a one-man crusade against crime. Though brutally effective, he’s ultimately beat down by the system. Within the internet marketing arena, unfortunately, too many marketers adopt a similar “Rorschach” approach to running their business, sometimes not realizing they’re getting beat down in the process.

“If you want something to be done well, you need to do it yourself”

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Remember the movie Field of Dreams with Kevin Costner?

Costner is visited by a voice telling him to build a baseball diamond on his farm. He isn’t sure why, but the voice keeps insisting “If you build it, they will come.”

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Many brands like to treat social media like a big party at the cool kids house. Everybody’s invited, and having a great time. The conversation is flowing and it’s the place that everyone wants to be. Eventually, you realize that your brand is not there yet, and someone (usually someone with a big title) decides that your brand should be. So you put on your best party clothes, show up at the door and loudly announce your arrival. The only problem is, the party is already in full swing, people already have their drinks, and no one was waiting for you to show up in the first place.

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The historic clash between the sales and marketing departments has been well documented. There are proponents on both sides of the fence making their case for the paramount importance of their respective function. Many articles written on this topic try to punch above their weight making grandiose statements such as ‘marketing leads, sales follows’, of course depending on the respective point of view of the author. But that is not what this post is about!

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