Who Owns the Twitter Campaign?

In the best of organizations, different departments genuinely collaborate on the company’s goals, strategies, and tactics vis-à-vis Twitter marketing (and probably on lots of other things as well, such as the best place for the company picnic).

Even when that’s the case, however, one person sits at the head of the table. There is one person all heads turn to when the group cannot easily reach consensus. Whether it’s the CEO who says, “I’ve decided; let’s do xyz” or the project manager for the new product line, someone has to be in charge. While who that someone is might seem “obvious” to you, let us stress, this can be a big political battle.

Ownership of the social media marketing plan may be a ...

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