Harvard Business Review (November edition) has published an interesting piece on social media. The magazine says that there is a ‘dire need’ of coherent outreach strategies, fresh skills and adaptive tactics.
The article argues that social media platforms promote deep relationships, and improve the creation and synthesis of knowledge. The authors argue that companies need to assemble a social media team which is equipped to identify new opportunities for engagement and prevent brand damage. Successful teams combine marketing, public relations and information technology skills.
In subsequent posts on this blog, I’ll look in more detail at the mandate of a social media team, as suggested by the Harvard Business Review, as I think it raises some important questions for businesses.