When I talk to senior management in companies, whether it's marketing, PR or customer service, I like to ask about how they're integrating social within their organization. I get a common refrain. There's always a pause, followed by an explanation as to why it's difficult or risky. With all the highly publicized social gaffs it's no wonder they're afraid. It got me thinking about how managers can better prepare their staff for interacting on social channels. The challenge with social is the the unstructured nature of the communication. Marketers work very hard to orchestrate a campaign. There's detailed planning, rounds of revisions and fine tuning, and then a carefully executed implementation. And while it's helpful if everyone involved understands the big picture, each person is generally responsible for a specific aspect of the overall plan. It's like an orchestra. Each instrument plays a specific track, some of which would sound odd if played solo, but creates a symphony when