Should the CIO Care About Social?


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A few folks have asked me to post my CMSWire articles here, while I can’t re-post them in their entirety, what I can do is provide snippets and then point you to where you can read the rest of them, does that work?

This week I wrote about whether or not the CIO should care about social. Here’s a snippet:

“When I interviewed Marcel LeBrun, the CEO of Radian 6, a few weeks ago, he made a statement that I thought was very interesting and worth exploring further. In the interview Marcel stated that eventually “social” is going to become the responsibility of the CIO, granted Marcel did say that this is at least one year out. To put things in context we were discussing social CRM when this came up (customer facing social initiatives).

Before we explore this topic further let’s take a look at how Wikipedia defined or explains the role of the CIO.

“The chief information officer (CIO), or information technology (IT) director, is a job title commonly given to the most senior executive in an enterprise responsible for the information technology and computer systems that support enterprise goals. The CIO manages the implementation of the useful technology to increase information accessibility and integrated systems management.”

As social becomes more and more integrated within an organization it’s going to take on less of a departmental role and more of an organizational role; when this happens then “social” will come to the CIO, or will it?

If you think this is an interesting topic and want to read the full article then please head over to my friends at CMSWire and read the full post called, “Should Social Come to the CIO?

What do you think? Should it? Could it? Will it?

Republished with author's permission from original post.

Jacob Morgan
I'm a best-selling author, keynote speaker, and futurist who explores what the future of work is going to look like and how to create great experiences so that employees actually want to show up to work. I've written three best-selling books which are: The Employee Experience Advantage (2017), The Future of Work (2014), and The Collaborative Organization (2012).


  1. Yes. The CIO should care about social. So should every other member of the C-level.

    Allow me to reason through analogy…

    Should marketers care about their budget? Yes, even though they’re not accountants.
    Should accountants care about customer service initiatives? Yes.
    Should technology officers care about how marketers use technology? I absolutely think so.

    But then again, I’m very heavily biased toward social media, so take the above with a grain of salt…

    Hey, great post! Very thought-provoking! 😀

    — Glenn

  2. Such an interesting perspective on a very timely issue. The problem as I see it is that the social arena is growing exponentially—at such a speed that may require a completely brand new approach. And I’m not sure that unloading the responsibility onto the CIO will be sufficient. Social media has already taken on a new life of its own. Where it morphs and evolves, remains the great unknown to all of us. For that reason, I say start manning a team of mixed and seasoned professionals from an array of backgrounds: combining a mix of traditional and contemporary social network marketers, programmers, sales/customer service, traditional CRMs etc… to start looking at new ways to wrangle in social media: a think tank, if you will. As for who should be sitting at top overseeing it all? My bet would be on someone with a marketing background first.


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