The most popular discussion on LinkedIn’s “Intelligent Social Media” Group asks a pressing question about social media ownership within companies: Who should own the social media responsibility in corporations? Obviously, this is a loaded question with multi-faceted answers but the best discussions on LinkedIn generally are. Jay Baer, founder of Convince and Convert, and Amber Naslund break down this frequently complicated issue in terms of football. Even if you’re not a sports fan, the analogy is easy to understand and implement for any sized organization.

The coaching staff can be large or small but should represent many different departments including Marketing, PR, Communications, Investor Relations, HR, Customer Service, and IT—just to name a few. The players are the listeners and implementers, they are the ones making it happen on the ground level and interacting with customer conversations directly. They should be well-trained and well-versed in the tools and procedures and managed accordingly. The participants that develop the strategies for each facet of social media represent The Booth. The Booth may not require daily involvement but is important to developing a strategy that will increase ROI and accomplish communication goals rather than just being present without any real objective.

3 Key Roles to Make Your Social Team Scalable

One of the continuous discussions and questions surfacing in the social media chatterbox is that of “who owns social media?” Is it marketing? Public relations (PR)? Customer service? Continue Reading…

 

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