So, you have a Social Media expert on board?

Just about everyone is jumping on the social media bandwagon, but not all are sure what to do with it. Like all other forms of media, it is not the end all outlet, nor is it something for just one department. Social media aids businesses from product development to PR. It is easy to try to peg it as the new billboard or helpline, but it is really just a tool that can improve nearly every facet of business. So when hiring someone to handle social media, one has to think about what this person is really qualified for. A savvy marketer might be able to make a great online campaign, but can they compile data on customer suggestions? Can they generate ROI from the social media activities? Is it trackable to a certain extent?

Is it a job of a one individual or a shift in a company’s culture?

The full story at Conversation Agent
http://www.conversationagent.com/2009/07/is-your-company-thinking-that-social-media-is-a-job.html