Your job probably involves social media in some way, but should your department own your company’s social media presence?
That’s the question that The Creative Group sought to answer in a recent study
of which department should handle an organization’s online networking.
If a rep from PR and a rep from marketing were blindfolded and asked that question, chances are they’d take off their blindfolds and find themselves pointing at each other.
Instead, the survey asked advertising and marketing executives to weigh in. Thirty-nine percent of respondents said public relations/communications should handle it; 35 percent said marketing. Only 15 percent said customer service, with 6 percent unsure.
It doesn’t have to be a universal truth, as in “X department must always own social.” For some brands, it’s going to make more sense for PR to own social media, as is the case with some sports teams’ structure. For others, like many consumer packaged goods brands, it’ll make more sense to have marketing take the reins.
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It’s imperative, however, that these departments work together to make sure there’s uniformity to outgoing messages. It’s less about which department should own it, and more about which department has the people with the skills to make it happen.