The decentralized nature of social media is its greatest strength. Anyone can participate. Everyone has a voice. This is also the greatest challenge for brands that must manage the inherent conflict between empowering their own organization to participate while still maintaining continuity and quality of customer experience. The current sprawl represents a great waste of energy and resources. As organizations continue to invest in social media, and the market continues to demand a “social media strategy” articulated in every board room and annual report, the terms of success will move from isolated pages and campaigns to connectedness and coordination. For that, we need social media architecture.

via 3 Ways to Improve Your Company’s Social Media Architecture.