Last summer I wrote a post about how the proliferation of social channels is making it tough for companies to coordinate their social communications efforts. I quoted Dell chief blogger Lionel Menchaca, who, when I interviewed him for a piece on corporate blogging, told me the proliferation of channels makes it difficult to "bring content from all of our channels to different audiences as it becomes relevant to them."
New York City hopes appointing a head social media honcho will help. Following in the social media steps of private companies like Best Buy, the city plans to hire a Chief Digital Officer, who will work from within the city's Office of Digital Coordination, helping to "develop forward-thinking policies on social media, digital communications, Web 2.0 initiatives and other tools to better serve the public," reports Government Technology.
Also on the Chief Digital Officer's plate: working with the Department of Information Technology and Telecommunications to improve features on NYC.gov, the city's Web portal, and creating appropriate metrics and analytics to boost the effectiveness of the city's digital media activities.
As Steve Rosenbaum writes on the Business Insider, Katherine Oliver, the Commissioner of The New York City Mayor's Office of Film, Theatre and Broadcasting, is leading the effort to fill this new role. She is looking for a creative person with entrepreneurial experience. If this model proves successful in New York City, Oliver thinks it will be adopted by other cities.
While many government entities are laggards in social media, they could leap ahead of their private-sector counterparts if they can create -- and more importantly execute -- comprehensive media strategies. As Burson-Marsteller found earlier this year, while many Global 100 companies use multiple social media channels, few have holistic strategies for their social efforts.