Should we ‘own’ social media?

A great post on Fiat Lux in response to Jeremiah Owyang’s call to create a list of companies with social media officers. Lux doesn’t feel that a company needs to have this role in order to be successful in this space. And this is coming from a position of some authority: from within Adobe who is well ahead of the curve in this respect. The main point is that these efforts should happen organically:

“I’d go so far as to say that if your company needs to create an actual person or group who ‘owns’ social media, you’re screwed before you even start.”

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