At a time when consumers are becoming more comfortable with the digital world and using social media as a means to engage with brands, it is important that brands themselves take opportunities that will lead them to their own digital maturity. However, simply assigning a junior employee to manage social media presence can be to a brand’s detriment.

Social media management is best done by a specialised team that has the ability to engage with customers and respond to their queries, while providing a service that will differentiate the brand in this space, says Michael Oelschig, MD of Cerebra. After establishing a social media command centre for client Vodacom a year ago, Oelschig has learnt much about the skill of social media management...

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