Wow, it’s been a long time since I posted here. In fact, I’ve only posted four times in the last seven months. I got to thinking it might be helpful to explain why.
Six months ago, I started to transition into a new role at Edelman.
For Edelman’s largest global clients, we have what we call the “Global Client Relationship Program” through which we appoint a senior leader – a “GCRM” – to head-up our global teams for those clients. As we say on the Edelman website, the GCRM, “is responsible for overseeing the global client relationship, setting the strategy and managing the core client team. GCRMs are dedicated to bringing the best of Edelman resources to our clients – wherever and whenever required.”
Supporting those people, we have Regional Client Relationship Managers (RCRMs). In July I began to transition into the RCRM role on one of our largest digital clients, with whom I had been working since 2010. In doing so, I moved from leading one key piece of our North American work for that client, to leading all of the work we do for them in North America.
Almost simultaneously, our team began planning for a major program for that client. I soon found myself leading that program globally within Edelman.
Suffice to say, my spare time became very limited. I’ve spent the last six months with a single-minded focus on working with our team, our clients and our other agency partners to do a kick-ass job for the client. That was a conscious choice and one I made willingly, but it brought with it sacrifices. One of those casualties was the time I spent writing here.
Don’t get me wrong – I wouldn’t change the last six months for the world. I’ve loved every second of it (those of you who know me well know that I’m happiest when I’m busy). I’ve been working with some of the smartest people I’ve ever met and doing the most interesting work I’ve ever done. I’ve learned more things than I can count and they’ll stand me in good stead for a long time.
With that said, I’m now looking ahead to when I begin to emerge from this project (we’re not done yet, but there’s a light at the end of the tunnel). With that emergence will come change. First and foremost, I’m looking forward to spending more time with my long-suffering wife, Caralin, who agreed to let me take on this role in the first place. Secondly, I’m going to work to get back in shape (hopefully, a non pear-shaped variety). Thirdly, I’m going to start writing more here again.
The good news is, I’ll have plenty of things to write about given the last six months.
A few things I expect I’ll have words on in the near future:
- Organizing global social teams
- The balance of global/local
- Content strategy in a multi-stakeholder mix
- Engagement at scale
- Advocates vs influencers, and why that difference matters
- Setting effective and appropriate objectives
- Measuring social throughout the campaign lifecycle
I expect a common theme to emerge throughout – that of the practical realities of operationalizing social media at scale.
Now I just have to find time to write it all…