I just finished a great blog by Paul Dunay about why you should fire your director of social media. Paul, and his muse, RIM’s VP of Digital Marketing, Brian Wallace, posit that social media directors should have a two year shelf life while they evangelize and manage a company’s social media evolution – and then this position should be eliminated to avoid fostering the kinds of silo behaviors and infighting that run counter to driving social media into a company’s DNA.

I think this is a brilliant assessment, and one that speaks directly to the organizational problems that already plague companies with a broad Web presence. This problem was perfectly summed up by an IBM manager when I asked her how IBM’s teams work with each other. “Don’t think of us as a nuclear Web family” she quipped, “think of us as a largely dysfunctional family of foster children.”

Is your social media marketing strategy destined to go the same way?