Ownership of Social Media: Making The Case for Public Relations

As the number of communications platforms reaching customers and other stakeholders rises, decisions on who should guide those platforms become more complex. Yet those decisions have a monumental effect on communications success and, ultimately, the bottom-line results of any organization. Social media’s rapid rise as an effective tool for attracting, engaging and retaining targeted audiences has contributed mightily to the question of ownership. Within an organization, which department is better suited to oversee social media efforts—marketing, public relations or a combination of both? From an agency standpoint, who can better plan and execute social media programs, PR or interactive shops and ad agencies?

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