CCOs, CMOs Work In Harmony, With One Exception: Social Media

Social Media Causing CCO/CMO Strife: Chief Communications Officers (CCOs) and Chief Marketing Officers (CMOs) continue to battle over the “ownership” of social media, according to results from a new national survey of senior-level marketing and communications pros by PR agency Makovsky.

While nearly 86% of those surveyed say that CCOs and CMOs work well together on more traditional corporate and brand identity programs, more than 74% cite responsibility for social media as an area in which they fail to collaborate effectively.

Other findings include:

  • Nearly three-quarters (74%) of the respondents feel that marketing and public relations departments were successful at collaboration on content and thought leadership strategies and tactics.

  • Asked what marketing leaders can learn from their public relations colleagues, 85% cite “the power of storytelling and thought leadership.”

  • A strong majority of respondents (83%) feel that the marketing function should take heed that corporate reputation is the consequence of authentic behavior of the entire organization.

  • Asked what public relations can learn from marketing, 79% say that “data and analytics must shape decision-making,” and more than 63% say that public relations must “add quantifiable value.”

Source: Makovsky

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