There is an old saying “It’s better to beg forgiveness than ask permission”. In the realm of marketing, that is both sound and dangerous advice depending on the organization you are in.
More innovative, customer-centric organizations embrace the likes of social for its potential value to the brand while more traditional business is highly reluctant proceeding more out of fear of being left out than value to the brand.
- Are the risks of social worth the rewards if we by-pass executive approval?
- Do executives understand the value of social enough to make an informed decision?
- Does social carry too much of a negative reputation for executives?
- Can we “boil the ocean” around the executive team to help them see the value of social?
- What do we do if we ask and support is refused?
- Are certain organizations and executives more likely to embrace or refuse social?