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Jonathan Pierce, Director of Social Media Communications at American Airlines, talks about his organization's silo-busting philosophy. "From the moment we set up our social team, our focus has been creating an independent, integrated social team consisting of all disciplines rather than harken back to the silo-driven approach where you have social embedded into different functions - not seeing it as one."
The thing about grain in silos is that grain doesn’t have legs that can take it to visit other silos. It doesn’t have smartphones, Yammer, email, or Facebook. People do, and a culture that promotes the use of these resources will address almost every issue for which silos and org charts are blamed.