CHAPTER 5

Operational Issues in Social Media Marketing

Gardens are not made by singing “Oh, how beautiful!” and sitting in the shade

5.1 Management and Staff

As is always the case when considering strategic and operational issues, there is a convergence between the two—and social media marketing is no exception. The first topic, that of who owns the organization’s social media marketing endeavors, is one that could be considered strategic or operational. By owns, I mean who calls the shots, takes the plaudits when it works and brickbats when it doesn’t? For ownership you could read responsibility. Any organization-wide initiative—for social media marketing needs to be that—is impossible to control and manage without a single point of ownership ...

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