I kind of agree. The idea that social media and usage of social media should flow through the entire org is correct IMHO. However, the reality of corp america is that it has to live somewhere. It has to have a budget line and most importantly, it has to be item #1-5 on someone’s daily to-do list. Otherwise, it falls victim to “not my job” and “dude i just ran out of hours today.” So it starts off with a bang, like most new programs in any company, but after time it falls victim to “next shiny object” syndrome and the whole effort starts to fall apart.

My 02.
@TomMartin

[...] This Cops 2.0 post I wrote recently highlights what may be the scariest aspect of social media: the need to give up control. Social media is neither vertical nor horizontal, Amber Naslund writes: It’s a business model that – if deployed well – permeates the very structure and practice of a business. It doesn’t just trickle down a spreadsheet into someone’s budget or list of accomplishments. It’s not a checklist. [...]

Great points! Social media is here to stay and thus needs to be an integral part of any organization.

The best organizations won’t try and “pass the buck,” but instead take on the important task of integrating social media throughout the entire organization.

Thanks for this important reminder.