Social Media Drives Integration & Provides Measurement Solutions

The emergence of social media as a core business function has created enormous opportunities for public relations and communications professionals to get a bigger piece of the organizational pie—an opportunity, to be sure, but one that isn’t without its fair share of challenges. Among those challenges: Moving away from an organizational mind-set that operated in silos, where any given department—human resources, marketing, investor relations, etc.—worked toward its own objectives with little-to-no interest in the activities of their colleagues down the hall.