There’s a question mark over “who owns social media” when it comes to business.
Some say PR should own social media, since they’ve been dealing with the public faces of companies since time began. Some say marketing, as social media is the new email marketing is the new direct marketing is the new cold call marketing (but all wrapped up in a fuzzy warm cloak). Some say customer service; some say legal; some say sales. And so on, etc, delete where applicable…
You know who owns social media? No-one. Not an individual department. Not a niche. Not a job description. No-one.
Plenty (all) departments and sectors (should) own a piece of it.
Customer service should own the people-to-people side of it. Sales should own the business development side of it. Creative should own the strategy side of it. Legal should own the “keeping the shit off the fan” side of it. Every employee (ideally) should own some piece of it and help tell the company story. That’s the beauty of social media – everyone can have an impact.
But one single department owning social media? Sorry, personally I think that’s asking for trouble, not to mention limiting the potential of what it can offer you. Give me cross-department collaboration (over one department not collaborating and making everyone else cross) any time.
How about you?