The author
Mirko Lange
Founder Scompler
Mirko Lange has been a communications consultant for 27 years and a lecturer at several universities since 2001. In 1999, he founded one of the first consulting firms for online PR in Germany and made a name for himself as the first specialist for corporate communications on the social web in 2008. In 2010, he advised Deutsche Bahn ("Facebook Ticket") and Nestlé ("Kitkat"), among others, on crisis communications, which were hit by the first "shitstorms" in Germany. As a result, Deutsche Bahn, for example, aligned its entire communication to the social web, a process that Lange accompanied. This project resulted in the communication management software Scompler. Scompler now has more than 300 customers, including 6 DAX companies.
One response to "Organizations in transition: old and new roles in (content) marketing"
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Thank you for your contribution, which encourages me to be on the right track. With the exception of the IRO, I hadn't really considered the "other roles". With the ROO, I would assume that Piluzzi has more of a productive counterpart to the content strategist in mind, who is supposed to prove / disprove the success with independent figures, among other things. I see the role more as a luxury that large corporations can afford. But it makes sense if the content strategist is not based in the company, i.e. works externally. What do you think about this?
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