03/05/2008: Who should manage social media?

I read a lively online blog debate yesterday about which department should take leadership of its company’s social media efforts. One blogger questioned why her organization needed to hire a social media director. She felt that multiple departments – marketing, advertising, PR, IT – could each handle its own social media efforts independently of one another.

In my opinion, that’s a train-wreck waiting to happen!

Social media is unique. Individuals go online to collaborate and exchange information, ideas and opinions on topics of interest to them. Bloggers shun marketing hype and PR spin. As a result, traditional marketing, advertising and public relations strategies aren’t applicable here.

Companies seeking to venture into social media need to understand the medium and how to communicate honestly and transparently within it. Of all the potential company divisions with which to task with social media, public relations is my recommendation.

Why? PR professionals are responsible for corporate communications and maintaining the company’s image and reputation. They communicate factual information about the company, its products and services everyday with key stakeholders including the media, investors, public and employees.

While training and experience in social media are critical, PR is the right organization to lead the company’s social media efforts.

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