ABSTRACT
This chapter examines some aspects that are strategic in nature. With all managerial decisions involving the operational development of a new strategy, the options are to either create a new position for it within the organization, or if the budget does not allow for this, delegate responsibilities to an existing employee. In the authors' book Digital Marketing, A Practical Approach emphasizes how important it is that for any website to be effective it must have input from people with a variety skills the so-called dream team. Management and staff working in social media must be prepared for a 24/7/365 commitment. It is often the case particularly in SMEs that social media accounts are set up by individual members of staff. The chapter made it very clear that not only is it most definitely not free but to get it right requires significant investment in time, money and resources.
