Crap. We’re Screwed.

Recently I’ve seen bloggers/writers focus on both “grown up” social media that is based on sound strategy and companies that are better staffed for tackling different social media initiatives. (See Mack Collier’s recent post “Is social media growing up”)

Over the last 6-12 months, many organizations added a social media strategist or social media director to existing marketing departments. They actively executed social media activities with customers, fans and prospects. They tied actions directly to real business objectives, and many of their campaigns were very fruitful.

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As many companies are now involved in social media, and with the economy showing signs of improvement, what happens when these social media directors decide they would like to explore other opportunities at other organizations? What happens when the organization’s activities are focused mainly around one individual who decides to leave? If the company does not have internal personnel (besides the person leaving) experienced in planning or executing specialized activities, is the company not putting itself at great risk?

I think as companies become more involved with social media they need to think about putting contingency plans in to place surrounding the loss of key personnel. At the very least they should have multiple people working on initiatives (internal and external) and they should answer clearly all “what ifs.”

I would be really interested to hear how you might have addressed or how you plan to address this topic at your companies. What planning have you already done?

-AJ Gerritson @ajgerritson

AJ Gerritson

AJ Gerritson is the Founding Partner at 451 Marketing. Follow him on Twitter @AJGerritson

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