The more and more discussions that I have around Social Media and Online Community building and strategies the more the discussions are had around the concept of “Social” having a presence within each and every department. While I totally agree with this concept and think that every department should have individuals that understand Social, I don’t think that the concept of spreading Community positions within each department is the appropriate way to go and believe that Community and Social Media teams deserve their own department.
Seat at the Table
What are your thoughts here? Do we, as Social evangelists within our respective businesses, have the right to our own departments, with a “seat at the table”? Has the time come?
Social Media Strategy, Moderation & Management Musings 
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May 28, 2010 at 9:53 am
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June 3, 2010 at 10:35 am
Adam Cohen
Mike – Great question. I think it depends on the maturity of the organization. At the early stages, having a separate department driving, evangelizing, orchestrating is key, but as each area engages more, it will be important to have advocates and leaders in each area take more ownership. Through former client, Len Devanna at EMC, I have watched how they have evolved social media internally along this path. Eventually every group will be leading it’s own initiatives, with a central team managing governance/prioritization of supporting resources, etc.
June 3, 2010 at 10:44 am
mikepascucci
Adam,
Thanks for your comment.
I can see it your way but…… I can also see it being just like typical projects within organizations, there will be key stakeholders within the team, and Social will become 1 department or aspect of those teams. Either way, the visibility needs to be there.
Mike
March 24, 2011 at 2:06 pm
Chris
Still a pertinent question even almost a year after you’ve asked it. Ultimately it depends on the organization and objectives sought by a SM campaign/program/community. While the “time has come” for some businesses to bring Social experts to the table, these folks need to fine tune their ability to build a business case for engaging stakeholders via SM. Measurement techniques to support these cases are still young and ever changing. Though it’d be ideal for a Social/Community manager to have his/her own department to collect and catalog the value of social engagement, I think at this point a lot of folks are stilling doing it by working across departments and identifying supporters across the organization.
In other words, I think a solid approach is to have informal SM reps in each department to start, then make the push for a “Social Department” once enough groundwork has been done to prove value within the organization.
Only my two sense tho. 😉
March 24, 2011 at 2:36 pm
mikepascucci
Thansk Chris,
What about hiring a 3rd party to do it for you? Is that more of an option now, or has that been thrown out now, meaning that it will not be genuine if someone else does it?
Mike
March 24, 2011 at 2:47 pm
Chris
Both — how’s that for a terrible answer?
What I mean is that companies I see recognizing Social as an important element of customer outreach are looking for help in this area. Naturally they go to their agencies for help. The results isn’t always as genuine, but at lest the company can mark the check box next to SM *involvement*. It’s a start and hopefully can lead to bringing Social activities in-house as the program evolves.
If I had a crystal ball tho, it’d tell me that 80% (random fraction) of these attempts would show little value and result in the company scrapping a social program. Too many 3rd parties looking to make the buck by checking that box and not really telling companies the truth: you need to really be *engaged* in the social space to have it work for you. And that means having dedicated resources on the payroll.
Again, just my two CENTS. (<– that makes more SENSE than my above error ;-))