As companies test and deploy social media marketing efforts, the organizational structures for effective social media teams begin to evolve. On the client side, Public Relations often leads social media but that doesn’t mean other functional areas of the business aren’t involved as well, especially Marketing and Customer Service.
Being more social and by proxy, engaged in social media, is new territory for most organizations and hiring outside expertise is pretty common. There’s a challenge in vendor or consultant selection, because so many consultants and agencies have added “social media expert” to their repertoire without necessarily having that expertise. The whole “social media user is not a social media expert” topic is something I’ll talk about in another blog post.