There was a time long ago when dinosaurs ruled the earth and organizations considered it acceptable to have one person who “got” social media on staff.
This person would be on call to show people how use Twitter, set up a Facebook brand page, and ultimately, be responsible for single-handedly carrying out a “social media strategy” with elbow grease as the exclusive item in his budget.
Meanwhile, his peers managing email, direct marketing, or even the company vending machine got more resources and of course, more appreciation from their colleagues.
“Social media is easy. My niece started her own blog.”
“Social media is something the intern can do. So don’t spend a lot of time on it.”
“We know we’ve got to ‘play in the social space,’ so let’s get a social media guy!”
Unlike his jurassic counterparts, the lone social media guy is a concept that is far from extinct. And the organizations who prolong his existence might be doing so at the risk of prolonging their own.
OK, so this is a bit of an extreme analogy, but here’s why you should consider making social media more of a team effort and less of a solo act: [click to continue…]
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