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
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