Who is responsible for managing social media monitoring?
According to Cutter Fellow Vince Kellen, "The proof of maturity in SMM may lie in not much more than who has the responsibility to perform the activity. Our survey suggested that if you believe social media is a bottom-up, emergent phenomenon that is moving rather quickly, you might favor a decentralized approach to monitoring. On the other hand, if you believe in a more top-down, conventional approach, you would probably believe those units responsible for marketing, customer relationship management, and customer support ought to manage SMM. By the way, if you are in any way beyond slight experimentation, then SMM ought not to be done by IT."
* Excerpted from "The Social Media Challenge: How Do We Meet It?" (
) Cutter Benchmark Review, Vol. 10, No. 10