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19:14 2nd July 2010
Organisations should promote the creation of a 'social media task force' across their different divisions, according to Iain MacMillan, the director at social media agency RMM.
"Organisations don't need to create a dedicated social media department per se, but rather should look at creating a social media task force made up of people from across multiple business departments," Mr MacMillan said.
Mr MacMillan's remarks came after the Washington Post identified poor coherency, impact tracking and one way conversations as some of the crucial failings that could befall an organisation's social media strategy.
The use of technology tools to engage in social media networks is a topic that could be taught in IT training.
Mr MacMillan said by way of example that if an R&D department is using micro-blogging site Twitter as a research tool and interesting data is attained, there's a good chance the marketing department will be interested in using it to develop a narrative.
He said that all aspects of a businesses are intertwined so to make the most of the existing skills it makes sense for companies to have an integrated team handling the social media presence.
Posted by David Jones
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