Who owns the photocopiers?
Debra Ellis asked recently: Does social media belong in Marketing or Customer Service?
I replied whimsically that the way I see it, asking who in the organisation owns social media is a bit like asking who owns the photocopiers.
Marketing and Customer Service – not to mention others such as Media Relations – each have their own contribution to make for the success of the group. So why wouldn’t they take charge of their respective social media initiatives? (Just like they take care of their own photocopying.)
Of course they should work together to maximise impact, but the point is:
Marketing should market and Customer Service should serve.
Ignorance is bliss
Time and time again I have seen new ideas (such as leveraging social media) stall in the corporate sector. Some call it analysis paralysis.
No one wants to stick their head out or, alternatively, dig in and do the dirty work. So they sit on the merry-go-round of meetings and proposals and committees and reviews and research and meetings…
Occasionally, someone highly pertinent to the conversation (yet inexplicably left out of the loop) will have the guts to give it a go – all the while blissfully ignoring protocol.
And it’s probably successful because it aligns to purpose.
Who owns the photocopiers? Who cares!
They are tools that are used to achieve goals.
If using a photocopier is integral to your role, then use one. And if you don’t have one, then get one.
If you need authority or approval, get it. If you need advice, get it. If you need training, get it.
Do your job!