The Social Media Strategist: Build a Successful Program from the Inside Out

CHAPTER 2THE EXECUTIVE CHAMPION

Success in social media requires the collective effort of lots of people within an organization. Marketing, communications and PR, customer service, product-line managers, product development people, and business leadership all have roles to play in making a corporation’s program take shape and execute smoothly and successfully. But of all the players and roles, two are most critical to an organization’s success.

The first is the social media evangelist—the person actually tasked with building the strategy and program and representing the brand in social networks. Most of the public focus and attention falls to this person, the social media expert who is the online public face of the company. We’ll discuss that ...