Normally, I hate answering a question with a question. But it makes sense here.

Would you put an intern in charge of accounting because she knew how to use Excel?

What about telecommunications because he loves to talk on the phone?

Social media isn’t a technology. It’s a marketing channel. (Jumping off my soapbox now.)

It’s OK to put the youngest person in the room in charge of social media if that

We usually hear two responses when asking CEOs or other senior executives why they need PR.

The first sounds something like, "Our company need to be more visible." We'll call this Door No. 1.

The second sounds something like, "We need media coverage" or "We need to be in social media." This will be Door No. 2.

Neither door is the right place to start in the process.

Behind Door No.