ByNatalie Cowen, econsultanc.com:
It’s a mark of how far businesses still have to go when a 10 second search trawl brings back literally thousands of articles still agonising over which department should take ownership of social media.
After a (highly unscientific) click through the first few pages of Google, I found about 60% of the results ended up saying it was best aligned with a marketing skill set, around 30% pointed out that really it was customer services that knew most about dealing with individual enquiries.
The remaining 10% put forward a more “enlightened” approach by claiming that social media was so fundamental to the future of business that it had to start with the CEO and work down from there.
I agree with every one of these, the real value that brands add to a community is through content, this is natively a part of marketing, real conversations should always be between real people and our customer services team is great at that… Read more