After having dabbled in social media for the past couple of years, our institution has decided to really start utilizing social media to a fuller extent. Until this point, our web team has been the main contributor to our social media efforts. However, our admissions office is the one who has really taken the lead on this new effort, which is great, but the problem that we're having right now is that no one really "owns" the management of our social media strategy as a whole.
So my question is, who is in charge of social media efforts at your institution, and what department does it fall under?
We have essentially a PR team that we call the Communications Dept. This group handles all social media and directs the overall feel of our websites as well as doing the graphic design work for the college. This way all social media interactions, websites, articles and publications have a consistent feel to them and all come from the same source.
Our web team and communications dept work very closely together with the web team managing everything on the backend and finding/implementing solutions to projects and problems.
This is a good overview of different models: http://www.web-strategist.com/blog/2010/04/15/framework-and-matrix-...
We have an odd mix of organic + coordinated. Marketing/Web acts as central team, and we maintain the main university Facebook/Twitter/Youtube accounts. Some departments work with us to get started and we stay aware of what they are doing, but other departments just start up on their own and we don't find out until months down the road. Then I look at what they're doing, which is followed by a *facepalm*
I don't know if anyone should really "own" it in a strict sense - you have to be nimble and respond quickly and that's usually done best by the people closest to the customer. But a central group should create and distribute guidelines and best practices, and make sure others adhere to branding and visual identity (and then do some kind of monitoring). Measurement is still a question mark, though. Everyone just wants to do it - not so much interest in figuring out if its working.