Poniższy artykul polemizuje z artykułem zamieszczonym w poniższym linku, który krytykuje potrzebę istnienia dedykowanej grupy mediów społecznościowych w przedsiębiorstwach, a w zamian popularyzuje metodę ‘integracji’ mediów społecznościowych ze strukturami firmy.
This article does not prove anything in my opinion.
I disagree with the partitioning: integrated vs. dedicated social media. Regardless of having or not having separate social media resources, the integration is still required (refer to Charlene Li’s Groundswell book).
The effort to get social media implemented could be sometimes enormous, requiring dedicated resources, separate management, programs, unique competencies, and … separate groups or organization. And even with the structures which this article would qualify as dedicated social media case, you are still going to need to integrate social media in your organization.
An example of the organization that is using dedicated social media could be AT&T. Based on my observations and experience from job hunt activities, AT&T is investing into a 'dedicated' social marketing. However in doing this, new AT&T ‘social marketing’ job descriptions put an emphasis on the 'integration' with the core AT&T structures. And the effort is bidirectional: many new AT&T jobs created in traditional marketing space (outside of social marketing spectrum), mention integration with social marketing groups in their job description.
The other example where dedicated social marketing would be required can be found in geographically dispersed or global companies. In most cases, it would be very hard to develop an ‘integrated’ social marketing in a separation from the cultural and business environment of the target market.
In my opinion, the term 'integrated' vs. 'dedicated' is rather fake. There are probably only a handful of pure cases that would qualify either as 'dedicated' or 'integrated' social marketing. It seems to me that there will be a lot of examples of 'mixed' cases... all depending on the industry, products, geographical location, and the size of the company.
