We’re all grappling with this question: who in our organizations is going to own the social media portion of the communications and marketing agenda? I like the approach described here. Members of the marketing department: breathe a sigh of relief. It won’t and shouldn’t fall only on your shoulders. This article postulates that everyone from IT to PR should be involved because they all bring different perspectives to the customer experience, thus bringing about more of a balance in the messaging. Makes sense to me.