Every good, successful team is lead by an effective leader. Part of your organization’s media plan must focus on your team’s structure, even if there are just two members. A social media team is only as knowledgeable and functional as its players…with a leader who delegates responsibility and provides guidance towards achieving objectives and establishing a clear message.
But who should lead?
Do the traditional media skills of a public affairs manager automatically translate to social media savvy? Not if tradition instills fear of change and not if it persists to keep the team from exploring new ideas.
On the other hand, knowledge of new media techniques and comfort using social tools are not necessarily a substitute for experience.
Do you exercise caution and fall behind, or do you act on impulse and trip on your shoelaces? How do you balance the old and the new?
How do you structure your social media team? Who’s the boss?