Here's a great reference to use when trying to convince your boss about social media. Seriously! It took them long enough to figure it out. But at least they got there. So, maybe there's help for the millions of command and control orgs still trying to "manage" social media.
Why The New York Times eliminated its social media editor position
“Social media can’t belong to one person; it needs to be part of everyone’s job,” Preston said. “It has to be integrated into the existing editorial process and production process. I’m convinced that’s the only way we’re going to crack the engagement nut.”
Read more at www.poynter.org
While some journalists at the Times were already using those sites, there wasn’t a newsroom-wide understanding of why the tools mattered. “At the beginning there was some resistance among my colleagues about using these tools,” Preston said. “What did I hear at the very beginning? ‘Twitter is all about what people are having for lunch.’ Now, no one says that anymore.”