A few years back, I wrote a post about something I called "specialist disease"-a situation where you have created a team full of specialists...




DigitalMarketingNewz (Enable Images to Fully Enjoy)
September 6, 2012
Mike Moran Is your digital marketing held hostage by specialist disease?
By Mike Moran
A few years back, I wrote a post about something I called "specialist disease"-a situation where you have created a team full of specialists that actually starts to get in the way of your larger goals. If you never read it, go back and do it now. (I'll wait right here.) I would love to tell you that specialist disease is a thing of the past,. but I actually think that it has gotten worse. And it continues to threaten the value of everything we do as marketers.

It once was considered a luxury to have someone on the team that focused on social media, but I've seen teams that have Twitter customer service specialists. Now, that isn't a problem in and of itself, but it is critical that everyone on the team understand why we are doing any of this in the first place.

If we don't, you hear conversations like this: [...]

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