The title topic came up recently on Twitter, as it had at a B2B social media roundtable late last year: Who should be doing social media strategy and implementation for a brand - organizationally and individually?
My take is a strategic perspective is the foundation for a social media effort to build a sustaining impact. When it comes to questions of social media strategy "ownership," it's clear sole responsibility for it doesn't fit nicely into a box on today's org charts.
Stepping back from the discussions, I forced myself into three criteria which seem necessary for taking on social media responsibilities in corporations:
- Ability to always be on message for the brand, which implies effectively linking brand strategy to messaging
- Appropriate sensibilities for social media channels
- Diverse communication skills that work across various social media channels
Sometimes those people are in marketing communications, but you may find them in other parts of a company as well. They may also exist outside a company's employee base; that's fine too.
Most importantly, given the rapid pace of social media, you want the best strategic writers crafting the communication. Where are these people located in and around your company? Find them wherever they may be! - Mike Brown