Why the "Coach" Wins in Social Media

The topic is a regular one among peers in the marketing, communications and advertising industries. "Who owns social media?"

Stop the bickering and land grabs -- no single discipline "owns" it, but every corporate function has a responsibility to play its part.

What about those teams who are planting their flag in the SM social media space and begin protecting it as "their" domain? As more executives become versed in the digital landscape -- and see its impact from a holistic point of view -- they're beginning to see that some individuals and groups are only it it for the pride, for the (supposed) job security, or because they fear that others may outshine them.

So turn the tables. Instead of building walls and protecting your turf, become the social evangelist. Look broadly at the implications of real-time content dissemination and of placing a global megaphone in the hands of individuals. Ask tough questions about your organizations' preparedness to deal with new socially-driven behaviors and technologies. Recommend solutions, then band together to put them in place.

Pull in your colleagues from customer service, legal, human resources and operations. Share best practices, but also take time to listen -- those who are unfamiliar with social media minutiae sometimes offer the most nontraditional and valuable insights.

Being a leader in social media is dependent of making room for others, and acknowledging that no one person -- or discipline -- can see the entire playing field. In an industry where boasts and bravado have dominated for decades, it's becoming the era not of the star, but of the coach.