I think there is always a role for senior management to play in an escalation process. The question might be when exactly do they come to the fore…
Also, while it is indeed beneficial to have a dedicated team managing social media and PR, in small organisations, that might not be possible. However, what I think is crucial is that all members of the social media/PR team – be they dedicated staff or otherwise – are consistent in the manner and tone of their messaging, for and on behalf of the organisation they represent.
]]>I have always thought keeping a team responsible for social media and PR is a better way of managing such channels. Senior management’s role is to supervise that team rather than take on the role of front-people.
But I could be old-fashioned in this respect. Social media evolves rapidly, bringing new perspectives and eroding/redefining the ethos along the way.
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