"Social media isn't a box to be ticked or a department to be manned or even a campaign to be launched. It's about thinking differently about marketing, customer service, the entire company. It's about realizing that consumers are running the biggest recommendation service in the world and that, as has been tiresomely often repeated, they define the brand (no, this is not new; yes, this is becoming more obvious and important by the day). All thinking about product, customers and communications, needs to take this into account -- it cannot sit in a silo."
Above is an excerpt from AdvertisingAge - "Dedicated Social Media Silos? That's the Last Thing We Need" here by Jonah Bloom.
I enjoyed the article. The tone was perhaps a bit professorial, yet, I have to agree with the statement above. Unfortunately, silos will develop, organizations have to develop silos, Clayton Christensen's "The Innovator's Dilemma" documents the reasons in detail.
Good article overall about what is happening in the social media creation, management and monetization market place.