Having been continuously inundated for the last few years with social media how to books, articles, the five steps to the ten steps of social media greatness and so on, I am now at the point of saying enough already, STOP!

Under such duress my brain has been crying out for a way to crystallize a simplified explanation of the core requirements and sequence required to assist people and businesses to master social media in a straight forward, meaningful and practical manner.

And so recently the LEADS social media concept was born and simply stated, it is an acronym for ListenEngage, ActivateDominate and Social mandateor just LEADS for short.

In May at our first #TheSocialCMO1 meeting in Memphis, The Social CMO Crew agreed to come together and write our first The Social CMO book and theLEADS concept forms a key part of the structure as described below.


The key to initiating successful personal and/or business social media activity is listening. What are the key listening strategies individuals and businesses can utilize? What types of methods and tools can be employed effectively for various monitoring approaches and budget scenarios? Creation and coordination of the joint effort to complete the LISTEN component of the Social CMO book will be handled by chapter captain @TreyPennington


Once the art of listening is mastered, it’s time to ENGAGE those who matter most to you and your organization through social media. What are the compelling and important reasons for establishing engagement? Extending engagement to advanced levels and approaches for dealing with engagement issues. The ENGAGEMENT chapter will be driven by co-captains @EricFletcher and Chris Herbert @B2Bspecialist


Moving from engagement to activation is where the rubber meets the road with social media. Why are you using social media if not to activate the desired response? What is meant by activation and how do you connect social media with actions in the real world? Co-captains @Ryan Sauers and @Renee3 Warren will guide the development and delivery of ACTIVATE.


When it comes to dominating your topic or market through social media leadership, don’t discount the power of being first. And if you’re going to dominate you need a plan and then must follow through with execution excellence. And of course it is important to remain humble when you’re the dominator and tactics also exist for markets already dominated by others. And@MarkWSchaefer along with @JeremyVictor will co-captain DOMINATE.


So where can social media lead us? Could social media be the cure for apathy? Whether you call it Cause Marketing or something else, opportunities exist to make your marketing budget dollars matter. Where do the worlds of politics and Social Media meet? What does your brand stand for? SOCIAL MANDATE will address these questions and more lead by co-captains @DebWeinstein and@AnneDGallaher

Closing out the first book by The Social CMO Crew will be SMORGASBORD a chapter captained by myself ( @JeffAshcroft ) and formed by gathering a collection of material on key topics such as Brand Marketing, Crisis Management, Social Media in the B2C marketplace, B2B Social Media Marketing from A to Z, Social Media in PR & Advertising and last but not least Social CRM .

But just before we set out to complete the challenging journey of creation laid out above we want your input, participation and contribution. More than 400 thousand people follow the members of The Social CMO Crew and we want your opinion on our proposed Table of Contents. Is there a topic or topics we’ve forgotten, do you have other suggestions that will help us make The Social CMO book the best that it can be? Over the next two weeks, please review the Table of Contents and respond to reflect the true power and difference social media can make to any project or endeavour.


Jeff Ashcroft


Categories: News