“One of the most frequent phrase[s] at #travelprsa: ‘Don’t give your social media program to your intern.'”
“unless the youngest person is the best for the job…”
So, you don’t give social media responsibilities to the young person except when you should give them to the young person.
Bottom line: your organization’s best Web communicator may not be the person you expect, but if you want an effective presence in social media, you must be willing to train and use the right individual for the job.
Also ask this harsh question: if your marketing and communications person can’t handle the social Web, what does that mean for your organization, and for that person’s career?