Social media is a black art. Or is it? At the moment social media activity tends to be confined to the communications team. They handle all the social media even if the content such as customer service is not part of their normal remit.
In companies where multiple divisions or experiences exist then perhaps those responsible for their individual areas are the best people to communicate and enagage with the audience? Is the head of the Council Library the best person to engage or should it be managed by the central comms team?
Of course the risks need to be considered before letting people loose on social media. I most certainly agree that the comms team have to be at the centre of it all, but perhaps with their guidance and training they can manage an army of social media experts rather than do all the work themselves. Of course tools such as CrowdControlHQ do make life a lot easier. Manage the usernames and passwords across multiple accounts, protect Facebook Pages from abusive content and co-ordinate activity across large teams.