Social media is coming into it’s own as a practice these days. More people are getting on board, making plans, executing them and (hopefully) measuring their impact on the organization. We have witnessed the rise of a new role, the community manager. Typically this role is being taken under the wing of the marketing department. Community managers today are most likely marketing professionals with a passion for social. But, at the end of the day, they are still marketers.
To a large degree this makes a lot of sense. Social media is media after all, and media lives with marketing. But, I see a rather large issue with this and in many cases why social is not getting the engagement many brands are hoping to garner.