Who Should Lead Social Media in an Organisation?
There is a useful blog from Dr. Natalie Petouhoff which discusses who should lead social media in an organisation. As she puts it, “someone needs to be the social media customer interaction brand ambassador”.
She argues that the best place is customer services: other departments such as marketing and PR tend to have one way interaction, whereas customer services already have a two-way discussions with clients.
Without a social media strategy in place, many organisations have drifted into thinking that social media is an extension of PR. Used properly, it can provide value for research, development, customer service and lead generation as well as brand development. Using social media to provide additional contact with customers outside marketing in itself can improve perception of a brand among customers. I have bought software because a company was responsive to customer comments and queries on Twitter.
Any strategy should be holistic, and customer service is as good a place as any to push a strategy forward.
Even small businesses, where one individual can adopt multiple roles, can benefit from thinking of social media in terms of multiple business functions in order to squeeze every last drop of benefit from it.
What are your thoughts?
The Forrester Blog For Business Process & Applications Professionals.
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