I congratulate all the companies that do this. But most of the time they hire a 20-year-old employee who, because of his age and because he uses Facebook a lot in his private life, gratefully accepts the job. A variation on this: a company assigns this task to the communications planner (usually also young) even though he has no idea about it. Would switzerland rcs data you hire someone in accounting who has no idea about numbers? This happens because CEOs and marketing or communications managers believe that social media is free, and a "young gun" is happy to take on the task. Managing social media, whether paid or unpaid, is an extremely demanding job.
CEOs are afraid of negative blogs. But why? With proper blog management, negative blogs can be deleted or overwritten immediately. But of course this requires 24/7 controlling. Global companies often employ over a hundred people who practice centrally controlled blog controlling in all languages worldwide. At the same time as controlling, new messages/blogs are constantly being published. A unique opportunity to surprise and inspire consumers with "storytelling".
The new digital world must learn to take people into account more. It is undisputed that CEOs also have to deal with the topic of "digitalization in marketing". A visit to Silicon Valley is not enough. It is about training and continuing education. It is better to admit ignorance than to pretend to know about social media.