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"Has social media become so omnipresent that companies can no longer afford to train just marketers, sales and public relations people in Twitter, Facebook and other networks? \nThat's the premise behind an expansion in service for the social media strategy firm Digital Royalty and its founder Amy Jo Martin. The company is preparing to roll out a new set of online courses meant to train entire corporate workforces \u2014 not just people whose primary tasks are interfacing with customers. Martin says it's a first for the still-emerging industry of social media management.\n\"There's yet to be a comprehensive offering online in this customizable yet automated way,\" she told Mashable. \"Now we're at a point where we understand what every division needs, and people can't just focus on sales and marketing anymore.\" \nViewing the move with a wider lens, Digital Royalty's expansion seems to a signify social media's continued emergence and legitimacy in the business world. \nDigital Royalty was among the earlier and most recognized organizations to identify and exploit the market of social media strategy. Martin started the company in 2009, after managing social engagement for the Phoenix Suns basketball team. At first, she built the company primarily through working with high profile sports figures and entertainers including Shaquille O'Neal and Dwayne \"The Rock\" Johnson, then expanded to consult for major brands such as Doubletree by Hilton.  \nDigital Royalty is also taking on a pair of big-name investors in Zappos CEO  and NBA star Baron Davis. The company will move to Las Vegas as part of Tony Hsieh's effort to remake downtown Sin City into a technology startup hub. \n\"We are always interested in improving how people learn, and since they have been testing their education concept for the past year, we welcome them to the Downtown Las Vegas community and are excited about their prospects for growth,\" Hsieh told Mashable in a written statement. \nThe widening the scope of Digital Royalty's training will build on its existing Digital Royalty University program that was previously only available for certain types of employees. The full set of new features \u2014 \"for everyone from legal to HR to the person behind the counter to the CEO,\" Martin says \u2014 should be completely rolled out by October. \nDo you think brands should invest in social media training for all their employees \u2014 or is that overkill? Share your opinion in the comments."^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2012/06/13/social-media-digital-royalty/>