Which department owns social media? Who gets to participate in firing off those tweets or uploading photos onto Pinterest?
A Ragan/NASDAQ OMX Corporate Solutions survey reveals a multi-departmental approach to social media within most corporations, nonprofits, and government agencies.
More than 70 percent of respondents say marketing is involved, with 69 percent reporting that public relations played a role. Corporate communications trailed, with 49 percent.
Twenty-six percent of respondents said the advertising department plays a role, and 14 percent make room at the table for the lawyers.
“There must be collaboration,” one survey respondent wrote. “Whereas marketing only wants to sell product, corporate communications—my department—must be aware of impact of all social efforts on Wall Street, shareholders, and regulators.”