No Bullshit Social Media

13. Assign Responsibility and Be Accountable

This is where everything we’ve discussed in the last 12 chapters is finally coming together. But there is one question remaining: Who owns social media? If you adopt social media in your company—and if you’ve made it this far in the book, we hope this is something you’re considering—you’re going to need to choose where social media lives, who will be responsible for it, who can participate in it, and who has the final say about how it’s implemented.

Ultimately, this needs to be someone you trust, someone you can rely on to speak for the company, to be the face of the company, and to deal with your customers. If you don’t have anyone at all in your company who fits that description, then you’ve made ...