Who manages Social Media for ACME Ltd?

I see a 'land-grab' going on. There is a fight happening on who is best to manage 'social media' for ACME Ltd?

ACME's PR's agency are offering themselves up as the right people (with seemingly good credentials). ACME's ad agency don't seem to get it and are a bit sniffy about this social stuff. Bob in ACME's accounts dept and Hayley in ACME's telesales dept both use social media sites for personal use and seem to "get-it", so they could probably do a good job. The Marketing dept see it as their domain, but they are too busy to keep on top of it and they are only interested in 'controlling' the message. Sales are looking for referrals from existing customers, so they are focused on other reasons. Customer service dept are always in the front-line managing complaints and seem to know whats happening on the street, so they could easily manage some of the issues.......

Mmmmmm......who do we choose?

Well, a good starting point is to say "What are we trying to achieve"? Managing reputation is a worthy objective and maybe PR's are best skilled for this. Talking to customers about specific issues is something that the customer service dept are best equipped to handle. Getting referral sales needs creative strategies. Talking about new products and new initiatives is marketing depts forte. Explaining company procedures and how things are done around here can be managed by many 'back-room' staff.

And that's the point - it shouldn't be the responsibility of one single dept of ACME. Many people can contribute - and should. Create a Code of Conduct and let as many ACME staff as possible (and are willing) interact with the 'market'. It adds authenticity and real character. After all - we gave them all a telephone and an email account, so I guess they are free to "talk" to the outside world if they want!!!!

The phrase horses for courses springs to mind. Decide on your objectives and then who is best to deliver the message.

It might well be 'Bob' from accounts....!!