Doing away with social media officers

Andrea Di Maio reports on the US Defense department doing away with dedicated social media officers:

No more specialized offices, no more social media silos, no more experts or consultants building new strategies. Social media is a tool, amongst many others, for public affairs professional to do their job more effectively and efficiently.

The next step is to realize that every single employee and soldier will end up using social media. Not for fun or as an additional task, but as one of the many tool to do their work.

This makes the point far better than I did recently.

Perhaps there is a role for a dedicated resource getting the use of emerging technology embedded in the working culture of an organisation.

The ultimate goal of anybody doing such a job, however, should be to make themselves unnecessary.