One of the biggest challenges organizations face when it comes to social media is “social capacity” – the degree to which they can effectively engage in social media discovery, strategy, implementation and management.

In order to build out programs in a financially efficient manner, some businesses adopt an “off the corner of the desk” approach – where existing employees take on social media responsibilities in addition to their regular job tasks. As social media takes root, some level of success is attained and value becomes established, another challenge begins to presents itself – deciding whether it’s time to assign a dedicated social media leader to guide strategy. When does the opportunity cost of a “desk corner” mind set begin to outweigh the cost of restructuring your social program?