When companies wish to integrate social media into their company, it is highly recommended to appoint a person responsible for these changes early in the process. This is what a qualitative survey amongst 25 companies showed. The 25 companies were located both in Europe and in America. Some of them had already integrated social media widely in their organisation, others are only in the starting blocks.
Appointing a person with ultimate responsibility early on in the change process promptly creates clarity for the organisation. In smaller companies one person (Conversation Manager) can handle this task. Larger companies will need to appoint a team that will contribute to the social media integration: the social media centre of excellence.
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