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Completely agree with you Mark. Especially Empowerment is one of the big challenges for Companies being successful in Social Media. Since Conversations in Social Media most of the time are Real-Time there's no time to hold a Meeting with the Management for each tweet (as Jay mentions in a couple of his Videos posted here, too).
I also do like the fact you mention at the end that Social Media is a process that is not tied to one single department. In my honest opinion, Social Media requires Experts from all kinds of fields, such as HR, Marketing, PR and certainly many more.
3 years ago on Social Media Success May Depend on HR