Anyone involved in social media may not realize it, but they are using synergy every day. If you maintain multiple social accounts, you are a synergist. Think about it. You post a blog, then tweet about that blog, then post it to your Facebook page, use images to connect it to your Instagram account, add it to yur Linkedin pages, and on and on. You are cross-promoting and linking back to the root item and stretching it as far as it will go in the universe of social media. The same concept, when applied inside a business enironment, works equally … Continue reading Are You Walking the Synergy Walk and Don’t Know It?
One of the greatest obstacles to making synergy work is by issuing decrees. By that I mean that no marketing executive should tell a business segment of a corporation what to do when it comes to driving internal cross-promotion on a given project. It is counterproductive. Suppose business “A” has a project that is a major priority for the overall organization. The company CEO has placed that priority in the number one spot for cooperation across business barriers. In some corners of corporate America, business “A,” initiating the project, decides to use the leverage of having the CEO behind the … Continue reading Don’t Tell Me What to Do!
When promoting synergy internally within any organization it is important to remain neutral to all your constituents. Thus “the Switzerland theory.” In my case, working synergy for The Walt Disney Company, I had a key marketing person designated as the … Continue reading The Switzerland Theory
Foreword I was Lorraine Santoli’s first boss and mentor. I am honored that she asked me to write the foreword to this book, not only because we met at the beginning of her career and have remained friends for so … Continue reading “Inside the Disney Marketing Machine” by Lorraine Santoli – Book Foreword by Sam Tuchman, Ph.D.