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.”
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