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Great post, Maz. It's important for companies to remember there's a "splashdown" period for social media managers. Like any new hire, they've got to get integrated, and that takes time. Even more so for the social media manager, as they have to eventually turn out their immersion to become the company "voice." Too often I think companies withdraw whatever social media efforts the rest of the team has been doing as soon as they hire a social media person, too. Companies should keep up whatever they've been doing until the SMM can start directing the process for them.... and feels comfortable doing so.