You would be surprised by how many companies use this approach because social media is relatively new phenomena, which can make it difficult to decide to place it within the organization.
Is social media a part of marketing, or public relations? Should it be under the umbrella of business development or sales? For companies not sure of where social media belongs, it often exists in a silo off to the side.
While this may be a short-term solution, social media must integrated into a company’s operations so it supports and bolsters all departments in different ways. Social media must also be part of a company’s DNA and culture so that it is not seen as an ancillary part of the business.
When social media is engrained in everything a company does, it can be embraced by every department, which can use social media to support their strategic and tactical goals.
As well, social media can be an effective way to connect different parts of the business. New business opportunities can be passed to the sales team, inquiries from the media or bloggers can be steered to the public relations team, and customer service representatives can take advantage of social media intelligence to solve problems before they become more serious.
The ability to integrate social media into everyone a company does starts at the top. A senior executive needs to lead the charge or become a social media champion to make sure it has a seat a table from strategic and tactical standpoint. This will help ensure that social media is front and centre as opposed to sitting in the corner.