Businesses should look at creating a social media taskforce made up of personnel across multiple departments to spearhead their multichannel campaign strategies, an expert has said.

Iain MacMillan, director of social media agency RMM, pointed out that a social media taskforce would be preferable to a dedicated social media department.

“If an R&D department is using twitter as a research tool and interesting data is attained, there’s a good chance the PR guys will be interested in using it to develop a story,” he explained.

Mr MacMillan went on to say that social media works across multiple business functions, such as customer service, R&D, sales and marketing, so having a person within each of these departments responsible for feeding activities in to an organisation’s social media roadmap is crucial.

Moreover, having co-operative task force that shares various social media activities can derive further value from a social media activity.