"So maybe your consumer-facing organization isn’t ready for a c-level post dedicated to social marketing. But one thing is for sure, the CMO had better embrace social, and soon." Check out this advice...
http://www.forbes.com/sites/davidwilliams/2011/11/30/cmos-its-time-to-brush-up-on-your-social-skills-appoint-yourself-chief-social-officer/
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