A friend of mine recently sent over a WSJ article about marketing in a Web 2.0 world. I've read hundreds of articles on this topic, but this one had a great section about making sure you have a "marketing technopoligist" on the team - in short, a web marketing geek. The article states:
So who should direct a company's forays into Web 2.0 marketing? A number of managers identified an ideal set of skills for an executive that go beyond those of a typical M.B.A. holder or tech expert. We coined the term marketing technopologist for a person who brings together strengths in marketing, technology and social interaction. A manager said, "I'd want to see someone with the usual M.B.A. consultant's background, strong interest in psychology and sociology, and good social-networking skills throughout the organization."
We often find that companies are eager to dive into the social media/web 2.0 pool, but don't quite know how to swim. Having a marketing technopologist - either on staff or contracted - is an important element in ensuring that your digital strategy efforts in the Web 2.0 space are cohesive, strategic, and effective. Who's your marketing technopologist?