For Interactive Marketing Professionals (Length: 6 pages)

Executive Summary (This is a document excerpt)

Don't try to build and run social applications without the right staff. We've identified two key new roles needed for success: 1) the Social Computing strategist, who'll lead the internal charge, and 2) the community manager, an external customer advocate. Working in tandem, these roles will align Social Computing programs with the business and ensure that community members are happy. Management should agree upon goals and then give the team latitude to get the job done —including embracing mistakes as new programs are tested out.