Corporations have anointed an Open Leader, the Social Strategist. In our research, we found that this emerging role is critical in the adoption of new media for corporations. Over 41% of Social Strategists reported to the Marketing department. Primary responsibilities included leading the social program, participating in social media, and acting as a corporate resource for business units. Yet most Social Strategists and their programs lack maturity. Only 23% of Social Strategists had a formalized program with long-term direction. This market, and role, is nascent.