I recommend that business owners read the post at MarketingProfs.com titled "Five Key Assets of a Good Social Community Manager" (http://www.marketingprofs.com/short-articles/2179/five-key-assets-of-a-good-social-community-manager) as the article has the business viewpoint for management of your social media channels.
The individual does not necessarily need to be part of your own organization or staff and they can be outsourced as long as they apply the approach mentioned in the article plus an appreciation of the promotional impact they may have with their actions on the business.
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