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<h1 class="title">Who in company should be responsible, ultimately, for social media: Marketing or PR?</h1>
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<p>By E. Mahony – spotlightideas.co.uk</p>
<p>Who in a company should be responsible, ultimately, for social media: marketing or PR (or some other department / company rep)?<br/>
The point of this question is figure out the roles that marketing and PR play in social media (and, indeed, what is social media in general), as well as, to figure out how to resolve areas of dispute between company marketing and PR people over social media (and how they can best work together over social media in general).<br/>
Feedback welcome (thanks).</p>
<p>Updated: 27 May 2010</p>
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<h3 id="comments">25 Comments</h3>
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<span class="fn"><a href="http://uniquefrequency.com/" rel="external nofollow" class="url">Daryl Tay</a></span> <div class="comment-date">May 17, 2009 </div>
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<div class="comment-content"><p>I’ve been pondering the same issue myself, although I’ve been thinking along the lines of client (in-house) vs agency. There are reasons for both, but ultimately I feel the companies themselves need to take it in-house to really communicate their company’s “take” on social media to the public. A few others have commented in the comments too (including people on the client side) saying that they feel it should ultimately brought in-house as well, though no specification on the specific department.</p>
<p>If you would like to read: <a href="http://uniquefrequency.com/2009/04/30/who-should-engage-in-social-media-for-your-company/" rel="nofollow">http://uniquefrequency.com/2009/04/30/who-should-engage-in-social-media-for-your-company/</a></p>
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<span class="fn"><a href="http://experiencetheblog.com/" rel="external nofollow" class="url">Augie Ray</a></span> <div class="comment-date">May 17, 2009 </div>
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<div class="comment-content"><p>First ask, who in the company is responsible for the Web today? Answer: Everybody! IT manages applications and servers; HR maintains content and establishes relationships w/ career sites; Customer Service manages knowledge base and responds to support email; Marketing is responsible for look, feel, promotional content, microsites, etc.; and PR is responsible for press releases, news portion of site, and media extranet.</p>
<p>Social Media is the same, and the sooner we can stop arguing about who “owns” Social Media and instead understand EVERYONE owns it, the better.</p>
<p>While time will tell how specific tasks and responsibilities shake out, my feeling is that PR is responsible for blogger outreach and relations and for utilizing Social Media to build better relationships with media sources. Marketing is responsible for building Social Media into all marketing efforts and for sparking and monitoring buzz/WOM. But everyone else in organization should also be using Social Media–it cannot stop at Marketing and PR!</p>
<p>Interesting question. Thanks!</p>
<p>Augie Ray<br/>
<a href="http://experiencetheblog.com/" rel="nofollow">http://ExperienceTheBlog.com</a></p>
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<span class="fn">Admin</span> <div class="comment-date">May 17, 2009 </div>
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<div class="comment-content"><p>Daryl<br/>
Because of the integrated nature of digital marketing in general, I think the company’s ‘take’ is as important as ever, in particular with social media.</p>
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<span class="fn">Admin</span> <div class="comment-date">May 17, 2009 </div>
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<div class="comment-content"><p>Augie<br/>
I agree, everyone should be involved in social media, or if a one-person business, then that person should try various different approaches to social media (marketing, PR etc ..).<br/>
I remember one person, however, on Twitter discussing a dispute she (PR) had had with the marketing dept. over who should have ultimate responsibility for social media. Perhaps, in the future, large organizations might have ‘community’ depts (or not), I don’t know, but it certainly raises some questions about the nature of social media and how companies should be organized to take part in it.</p>
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<span class="fn"><a href="http://experiencetheblog.com/" rel="external nofollow" class="url">Augie Ray</a></span> <div class="comment-date">May 17, 2009 </div>
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<div class="comment-content"><p>There will be disputes about Web 2.0 responsibilities, just as there were for the first 5 or 6 years of Web 1.0′s existence. (Heck, there are still disputes about roles and responsibilities with respect to the Web in many organizations.)</p>
<p>I think the best way for large organizations to deal with Social Media is for a steering or coordinating committee to be formed, including reps from all corners of the enterprise. The goal would not be to approve or develop social media strategies but to coordinate efforts, avoid duplication, set standards, and measure the impact.</p>
<p>Again, thanks for the interesting question and dialog!</p>
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<span class="fn"><a href="http://www.bpmediarelations.com/" rel="external nofollow" class="url">Barbara</a></span> <div class="comment-date">May 17, 2009 </div>
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<div class="comment-content"><p>I believe that social media falls under PR since it is absolutely public relations – very often one on on interaction or it’s not really social and will not benefit the brand.<br/>
That said – smart marketing teams work together and share info and often part of the marketing efforts on social media platforms involve prizes, special offers, discounts etc. for which marketing *is* responsible. As most people say.. integrated campaigns are the key – but social media relations falls under the scope of media relations, corp comm and public relations in my opinion.</p>
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<span class="fn"><a href="http://www.katugasm2.co.uk/" rel="external nofollow" class="url">Nigel Legg</a></span> <div class="comment-date">May 17, 2009 </div>
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<div class="comment-content"><p>I agree with Augie that all departments in an organisation should take responsibility for their part in social media, and also agree that social media engagement should be something taken in house – it will become too central to the operations of businesses for it to be effectively outsourced. I see companies having a “Community Manager” who coordinates activities across departments being a growing trend both now and in the future.</p>
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<span class="fn">dan</span> <div class="comment-date">May 17, 2009 </div>
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<div class="comment-content"><p>I think the old adage holds true: If EVERYONE is responsible, then NO ONE is accountable. Personally, I dont think it matters whether it’s marketing or PR, but rather whoever does it does it well (right messages in the right places) and with the backing of the company’s leadership.</p>
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<div class="comment-content"><p><strong>Augie, </strong><br/>
Agreed, in particular like: ‘coordinate efforts, avoid duplication, set standards, and measure the impact’</p>
<p><strong>Barbara,</strong><br/>
I come from marketing / branding background so might have slightly different perspective. For me the ‘social’ bit is PR (‘social’ as in fairly-impromptu human communication – branding people may not be so impromptu – so ‘social’ – in their communication, perhaps, as they are trained to focus more on long-term branding etc .. ). Social media has to be strongly rooted in long-term brand values (PR people can do this, but their training / background is, obviously, a bit different to branding / marketing people). Already lots of PR people are working closely with branding people in ad. agencies, integrating PR and branding in marketing communications in general including social. ‘integrated campaigns are the key’: yes ..</p>
<p><strong>Nigel</strong><br/>
In what ways do you think agencies can best advise/help clients? What is the role of agencies where clients do the bulk of their own social media (I agree with you about the amount of work that companies should do in-house). So what do you think the companies in-house should do, and what should the agencies do?</p>
<p><strong>Dan</strong><br/>
‘Leadership’. Agreed. Who in the company, though, should take chief responsibility for that?</p>
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<span class="fn"><a href="http://www.bpmediarelations.com/" rel="external nofollow" class="url">Barbara</a></span> <div class="comment-date">May 18, 2009 </div>
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<div class="comment-content"><p>I have happily been been part of a number of branding and marketing teams assisting in creating the core messaging for both emerging and heritage brands – so thankfully have had exposure and experience to some great marketing minds <img src="../wordpress/wp-includes/images/smilies/icon_smile.gif" alt=":)" class="wp-smiley"/><br/>
Perhaps because I see the two melding into media relations, as opposed to very specific disciplines, I may see it differently now – a changing world. Earned and paid media are still different in their execution – but their approach and core messaging should always be the same. It’s how brands are built – by telling stories, I believe. And paid media can reinforce the stories and their messages that make them relevant and meaningful to people.</p>
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<span class="fn"><a href="http://twitter.com/williamu" rel="external nofollow" class="url">William</a></span> <div class="comment-date">May 18, 2009 </div>
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<div class="comment-content"><p>Isn’t social media bigger than even PR or Marketing? HR, Customer Support, Legal, Product all have vested interests in it. No?</p>
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<span class="fn">Admin</span> <div class="comment-date">May 18, 2009 </div>
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<div class="comment-content"><p><strong>Barbara</strong>,<br/>
Agree with this. ‘the two melding into media relations’. Yes, and the challenge is how to do this, because marketing and PR have, traditionally, been separated, to an important degree in large companies.<br/>
Also think that employers now will be looking for people who are flexible (more flexible than ever), able to work easily with others (than ever), and so on, as opposed to just experience/qualifications in PR and marketing.</p>
<p><strong>William</strong>,<br/>
‘Isn’t social media bigger than even PR or Marketing?’. Yes, certainly. But i think that there can be prob.s in companies about who-covers-what over social media between marketing and pr depts.</p>
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<span class="fn"><a href="http://www.twitter.com/kikipigeon" rel="external nofollow" class="url">kiki</a></span> <div class="comment-date">May 18, 2009 </div>
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<div class="comment-content"><p>Interesting, currently having this debate at work. Overall I agree with Dan: Doesn’t matter who does it as long as it is done well… and I would add – by people who know what they are doing and talking about…</p>
<p>…Personally I’m trying to make it sit under “digital marketing”.</p>
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<span class="fn"><a href="http://www.justincaseyouwerewondering.x.iabc.com/" rel="external nofollow" class="url">Justin Goldsborough (JGoldsborough on Twitter)</a></span> <div class="comment-date">May 18, 2009 </div>
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<div class="comment-content"><p>Hey. Justin Goldsborough from Sprint here. Great question. I agree with Augie that your brand’s reputation lies in the hands of all employees and they all need to be listening, engaging via social media. That kind of customer interaction should be an accountability requirement for every employee.</p>
<p>That said, seems to me the companies who we see as best in class in social media — e.g. Southwest Airlines, Dell — have formed social media teams/departments to go along with their marketing and PR teams. This setup makes the most sense so you can have one group that manages strategy and also education, which is a key in any social media effort.</p>
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<span class="fn">Admin</span> <div class="comment-date">May 18, 2009 </div>
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<div class="comment-content"><p><strong>Kiki</strong>,<br/>
How many companies, i wonder, have digital marketing dept (as opposed to marketing or PR dept) i wonder.</p>
<p><strong>Justin</strong>,<br/>
Makes sense to create social media dept (in an organization large enough to support it). Not to dominate social media but, as you say, to organize strategy etc .. There has to be some kind of coordinator to avoid duplication, that people are communicating from the same overall brand perspective, and more. But at end of day social media team aren’t necessarily the overall experts about what the company is about – lots of people have an important role to play in this, each with particular skills / knowledge etc ..</p>
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<span class="fn"><a href="http://www.linkedin.com/pub/natasha-gabriel/0/b2a/346" rel="external nofollow" class="url">Natasha_D_G</a></span> <div class="comment-date">May 20, 2009 </div>
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<div class="comment-content"><p>Marketing…100% Marketing. A Dogmatic statement so let me expound. PR is a component of Strategic Marketing. Furthermore if we look at the big picture SMO extends far beyond PR to branding, lead gen, customer service, sales…so even if it touches the entire company Marketing should own it.</p>
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<div class="comment-content"><p>Natasha,<br/>
Coming from a marketing background I’m with you on this. Social Media, however, is still very much about ‘conversations’, something which PR people are particularly good at it (from their knowledge of press releases, reacting immediately to situations, and so on – although modern PR is, of course, much more than press release / crisis management, it is, also, strongly involved in brand story and in branding, in general).</p>
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<span class="fn"><a href="http://twitter.com/Natasha_D_G" rel="external nofollow" class="url">Natasha_D_G</a></span> <div class="comment-date">May 21, 2009 </div>
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<div class="comment-content"><p>Perhaps my marketing background is driving me to say that as well. However, your question has a key word – “ultimately”. As a result for me PR falls under the marketing umbrella. I completely agree that twitter is about conversations, yet there are individuals and businesses. For a business/organization they need to look at the bigger picture and beyond conversations. With the many facets and possibilities that twitter offers Marketing should be “ultimately” responsible.</p>
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<div class="comment-content"><p>Natasha,</p>
<p>Yes,and ‘conversations’ (i.e talking to / listening to customers) although really important (and as mentioned in post not being done enough by many) isn’t enough. Brands having to be proactive too; thinking up something original and different in order to get talked about – word of mouth.<br/>
It’s productive to think about these things, i think, as it gets one to think about what one’s overall marketing (including PR) strategy is. I think companies who are able to think holistically like this, and carry out strategies together (individuals / teams working close together), will have an important advantage over those who don’t. Perhaps marketing / branding people should spend a while working in the PR dept for a while, and PR people working in the marketing / branding dept for a while – in fact spending some time in other departments in general. Because marketing is becoming more-and-more almost everything a company does, instead of the stricter definition it might have had 10 or 20 years ago.</p>
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<span class="fn"><a href="http://www.punkbranding.com/" rel="external nofollow" class="url">Jeremy Waite</a></span> <div class="comment-date">May 26, 2009 </div>
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<div class="comment-content"><p>PR. 100%. But it’s a bit like saying “marketing is too important to be left to the marketing department”. If the compay is set up with the right kind of culture (see lovemarks etc….) then everyone should be involved – with one person over-seeing content.</p>
<p>The problem with PR is that their jobs have changed significantly over the last 2 years and many of them don’t realise it. Press releases are like sending smoke signals. Why not just get onto seatch.twitter or google blog search and connect with people, instead of throwing out press releases that no-one reads.</p>
<p>I think it’s also a bit like marketing teams dropping £50K on a press ad when they should get a team of interms blogging for all their worth. MUCH more effective.</p>
<p>So to answer your question – PR shuld ultimately be responsible – but NOT just so that they can use social media as just another vehicle for shipping out the same boring canned corporate message.</p>
<p>At the end of the day – as long as SOMEONE is kicking out great content and genuinely CARING about their user base – then who really cares what their job title is??</p>
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<span class="fn">Admin</span> <div class="comment-date">May 26, 2009 </div>
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<div class="comment-content"><p>Jeremy,</p>
<p>Not from a PR background, but I guess the standard press release was, typically, one-way communication. People, ultimately, want two-way communication, of course. People in branding can now achieve this (two-way interaction) via the general interactive opportunities in the internet, including blogging and social network sites. And the same for PR (via blogging and social network sites).<br/>
PR and branding/marketing are just becoming more-and-more interwined, in general, including social media.<br/>
Could it be, though, that when it comes to social media some companies should be run more by PR and others more by marketing? Or, generally, it should be PR over marketing (even though the real goal as you say is great content – any particular type of content?).</p>
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<span class="fn">Lou</span> <div class="comment-date">June 10, 2009 </div>
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<div class="comment-content"><p>I’m a ‘digital marketing manager’ so I pick most of this up – but I do think PR should be involved a lot more. Unfortunatley in my place they still see results as ‘printed coverage’ and don’t really care about online. I think PR professionals need to get up to speed and understand how valuable online coverage is, and maybe then they’ll step up and take a bit more responsibility. (PS – our PR manager is oblivious to the fact I get most of our online coverage. He seems to think he magically created it all!)</p>
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<span class="fn"><a href="http://theworldofm.wordpress.com/" rel="external nofollow" class="url">M</a></span> <div class="comment-date">June 21, 2009 </div>
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<div class="comment-content"><p>i would say that it depends what the social media strategy is. if its part of a larger, encompassing marketing strategy, then it should be the marketing dept. unless social media is only used for pr purposes. in reality, its a bit of a mash between the two depts, and in my opinion the pr dept should sit within marketing anyway, instead of 2 separate depts.</p>
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<span class="fn"><a href="http://www.saab.com/" rel="external nofollow" class="url">DJ</a></span> <div class="comment-date">September 24, 2009 </div>
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<div class="comment-content"><p>In a fast moving environment (and in a standard company structure where the work is undertaken in house) then PR are more naturally suited to own it. Empowered individuals are required to answer journalists questions instantly and the same is required for anyone engaged in Social Media. There should be good collaboration across all channels but PR are best suited to own it!</p>
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<span class="fn">Fi Dinh</span> <div class="comment-date">November 27, 2009 </div>
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<div class="comment-content"><p>Since social media is a true public sphere, I think it down on every body. You could try to influence people through internal com and HR but you can’t really control what they say on their social media.</p>
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