“Ownership needs to be clearly defined for each social entity, or it will quickly become an empty shell or, with too many [voices], a cacophony of noise,” he says. “The social-media community will realize that quickly and stop returning.
“That represents wasted resources to the organization that won’t easily be recouped. And you may lose brand equity or potential donors who are turned off by your apparent lack of stewardship,” he warns.
Get Your Head Out of … the Sand
“Ownership needs to be clearly defined for each social entity, or it will quickly become an empty shell or, with too many [voices], a cacophony of noise,” he says. “The social-media community will realize that quickly and stop returning.
“That represents wasted resources to the organization that won’t easily be recouped. And you may lose brand equity or potential donors who are turned off by your apparent lack of stewardship,” he warns.