Social media allows organizations to communicate with customers and prospects in ways they could only imagine before. However, research by the Corporate Executive Board found that only one in 10 brands are seeing significant results from their social media efforts. According to Pat Spenner, managing director at the Corporate Executive Board, the distinguishing factor for those seeing success is having a seasoned social media expert at a high-level who bridges the company's different departments, removes silos, and enables seamless interaction with customers across the whole organization.

Although essential, the social media maestro is only part of the orchestration that makes a business successful in social media. This key figure needs to have the backing of the C-suite and a team supporting his efforts. Cisco, H&R Block, and Ford are three companies taking that approach. They each have a conductor who brings corporate communications, marketing, and customer service together in harmonious collaboration.