Last week, Scott Monty, a friend I have known dating back to his Boston days, announced he was leaving his position at Ford Motors, where he ran digital communications, i.e. social media (or at least including social media).
The reaction? Well, Scott is popular and well-known in the social media community, and had a visible role in one of the world’s most famous companies, so I guess you could say people noticed. What was ridiculous, however, was the hand-wringing over what it meant for social media in corporations. Surely, it must be dead, as professionals with high-profiles have left Dell (Richard Binhammer) and Comcast (Frank Eliason) over the last year or two. Three makes a trend, right? One of the more picked-over posts has been Shel Israel’s “Will Big Brands Kill Social Media?”
What nonsense. First off, we don’t know why Scott left Ford until he says so (as I write he has not announced what he is doing next, or if he even knows). What we do know is that he was at Ford for six years. In an industry where three years in one job is an eternity, Scott may have been growing moss at his feet, being in one place so long. It is natural to look for a new challenge if the current challenges have been exhausted, no matter how much we think landing a dream job will be the “forever job” where we grow and retire after many decades of service. Again, I don’t know why Scott left, but he stayed a lot longer than what is surely the industry average.
The idea that high profile people leaving their positions means the death of social media? Again, complete nonsense. See the landscape clearly, and you will note that the Fords, Dells and Comcasts of the world adopted social, at least to some scale, early. Other companies have too. But many others have not, or adopted much later. Perhaps these early adopters have reached a certain maturity stage where they change how they organize around social. Maybe not. But if we take Scott Monty’s example and add a rash assumption that there is change in Ford’s program, then companies starting now won’t get around to this “change” until 2020. I admit it’s ridiculous to apply that hard number to all companies, but that’s the point; there is still plenty of opportunity for strategists and tacticians to get their hands dirty helping companies navigate social media, content marketing, brand publishing, or whatever buzzword gains momentum between now and then.
There is a fine line between discussion and overreaction. I prefer to see a bigger picture.
P.S. Shel Holtz and Neville Hobson of the For immediate Release Podcast did an interview with Scott on the topic here.