Whose job is social media?

In a recent survey, marketing and advertising executives were almost evenly split between giving the reins to PR or to marketing reps. Consistent messaging remains key.

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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.

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