Early 2011, co-wrote “The Social Business Roadmap” . Strategy is the second step of the roadmap.
It is not uncommon for different users or departments within an organization to set up accounts on popular or new commercial services – in fact this is part of what we described in the Emergence step. In many cases a simple email or direct message to the owner of the account will get the conversation going.
For example, Twitter verifies some accounts automatically (notably politicians and celebrities) and displays a unique icon on those accounts.