Publisher
Responsible for overseeing the Web 2.0 activities on behalf of the company, ensures consistency with overall corporate strategy, has a clear vision of how to build and sustain digital reputation, and is ultimately responsible for content.
Because a large organisation touches so many stakeholders, these new roles must be dispersed throughout the organisation. Management’s task is coordination rather than maintaining a hierarchy. For instance, a publisher must be a good and effective coordinator, not a powerful and authoritative commander in chief. Monitors, responders, and bloggers may sit in different departments, a challenge for the publisher but also an opportunity to bring many minds and viewpoints to the table to polish company’s digital reputation.
