Should your organization have a social media manager?

It’s so easy to get caught up in the buzz of social media.  Millions of businesses have stopped testing the waters and have made the decision to jump into the wave of social media. A study conducted by the Counselors Academy of PRSA in April and May of 2009 revealed that mastering social media skills is one of the top three issues for PR professionals in 2009 and 2010.

Did you know that a Social media manager is the most in demand job in the world right now? Why? Well, it's actually a new job title that was not around a few years ago. According to Inc. magazine, 91% of all businesses are attempting to use social media to promote themselves in 2010.

I just read a blog wherein Chris Kirubi, Chairman of Coca Cola, Nairobi is quoted as saying, "You don't need a social media strategy. You need a brand strategy that leverages social media.  Don't get off the brand strategy just because there's a new communications channel, that's how you lose the plot as a brand" - certainly much to think about. Organizations in this day and age can’t deny the role social media market plays and the possible stronghold effect on their brand.  One thing about social media now-a-days - everything is scrutinized and social media is defined by the ability of both sides to talk.

So how are you handling social media? In-house? Hiring an agency? Should your organization even have a Social Media Manager?  This question is debated more often than you think.   Before answering, you might want to take the quiz by Blaise Grimes-Viort. 

Yes, it is well documented, with the surfacing of social media and online networking platforms we face a real-time, worldwide library of information just waiting to be searched, sorted, aggregated and analyzed. So while you are making your decision as to which way to go with social media – Manager or not -  at least keep your ears open to what’s being said about your organization and your products.  This alone will help to form your decision about your organization’s social media strategy, and will help you shape and define your brand’s path to success using social media.

Just a few more thoughts to consider …At present,

• Does your strategy answer the Why, What and How?
• Is your strategy working?  Are you throwing money out the window by not defining your goals when using social media? (For all the money businesses are spending to create social media strategies and develop a presence on Facebook, Twitter, YouTube and other online communities, it's often difficult to quantify those efforts.)
• Are you focusing on promotion more than connection? Are you developing transparent, true relationships while marketing your brand?  (Less pro­mo­tion and more con­nec­tion may be the way to go).
• Is your in-house social media specialist working out for you?  If so, how?
• Have you measured ROI as it relates to your marketing plan and social media endeavors?

We’d love to hear which path you’ve taken toward successful social media strategy.  Just leave your comments here.