I think you're both right in different ways -- part of the problem is operations... A friend of mine operates social media (at a tactical level) for a very lar

I think you're both right in different ways -- part of the problem is operations... A friend of mine operates social media (at a tactical level) for a very large company and it sounds like they have a good set of operating guidelines in place to prevent problems like Lufthansa has here. Now, most of his job is just replying to the same questions all day long (and he has a small team of people to handle the volume). All of the information they give out has been pre-approved, but once in awhile something new comes along and he runs it up the flag pole to marketing and/or legal before adding it to his list of approved replies. Additionally, he works with the communications department, sales, and marketing to create planned communications. His expertise is in social media, and he guides the communications from the other departments on what will work well on social media. But he rarely comes up with the actual message.