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Honestly, this sounds like a disaster in the making. An enterprise can't dramatically expand its social media presence without a specific, coherent plan (with defined goals) and a competent social media manager. I get the impression your executive management just sort of hopes someone figures it all out. If they wouldn't do that with other aspects of their business strategy, they shouldn't do it with social media. You're correct that someone from marketing probably would be a better fit, assuming the company won't hire someone for the job. (Plus the notion that an IT guy should do it because social media has to do with computers is mind-boggling.)
Here are a couple of links to information about social media strategies. Hope some of it helps.