Social media has become the focus of many individuals, organizations, and brands looking to connect with today’s online audiences. Success stories motivate key decision makers to participate and explore their own social media plan of attack.

However, questions are bound to arise as to how to approach this new medium and arena of social interaction and engagement.

Brian Solis offers some good perspective on the key responsibilities associated with managing social media:

“Once we let go of the rope in this veritable tug of war of who owns social media and realize that no one necessarily owns this diverse medium, we can then concentrate our efforts on shaping the perception of our brand and contribute to its sense of value and purpose within the influential communities that define our markets.

Social Media, at the very least, galvanizes the socialization of businesses, down to departmental and individual roles. Service, marketing, PR, HR, sales, finance, product, will maintain a social presence as dictated and demanded by their communities, thus evoking the movement from social CRM (sCRM) to SRM.“

Social relationship management is a responsibility of every extension of your organization.