It’s different in every company and in my experience; the term “ownership” has negative connotations and is the cause for organizational conflict, hurt feelings and a decline in productivity. This is one of the downfalls in working for a large company.
So, back to ownership … is it marketing, PR or the business units who are out there building community? I really don’t know and I really don’t care. Implementing social media within in an organization requires a paradigm shift. It requires employees at all levels – starting at the very top – to change their thinking and embrace online relationships; as well as the conversations that blossom. It requires those who touch social media to communicate and share what they are doing internally. Working in organizational silos only harms the effort.
Maybe even asking this ownership question just fuels the fire; and maybe no one but those who actually participate in social media own the relationship.
More to come on this topic. : )