Who Should Manage Your Social Media Programs? Content Marketing Moving to Core of PR Strategy


Drip, drip, drip. With an 18% decline in readership in the past ten years, the writing is on the wall for newspapers. Ink and paper is a communications vehicle in a slow, yet steady decline. While books have the smallest 10-year decline, it¹s worth noting that book reading is down sharply since 2006‹likely not a coincidence the 8% drop coincides with the emergence and subsequent rise of e-readers.

Drip, drip, drip. With an 18% decline in readership in the past ten years, the writing is on the wall for newspapers. Ink and paper is a communications vehicle in a slow, yet steady decline. While books have the smallest 10-year decline, it¹s worth noting that book reading is down sharply since 2006‹likely not a coincidence the 8% drop coincides with the emergence and subsequent rise of e-readers.

▶ Power Struggle
Over Social Media

Over Social Media

Company executives are divided on who should manage their social media properties. Nearly 39% said the responsibility should be left to the public relations and communications team, while 35% said it should be left to marketing, according to a recent survey by The Creative Group.

The study took the pulse of more than 500, individuals, including 300 marketing executives and 100 advertising executives.

 

Here are a few nuggets from the survey:

 

• While PR and communications and marketing are favored, 15% of respondents said that social media should fall under the customer service umbrella.

 

• The Creative Group indicates that the split-opinion suggests companies should make social media a group effort. And by leveraging cross-departmental teams, companies can tap into unique talents throughout the organization.

 

Source: The Creative Group

 

 

Content Marketing

Becoming The Norm

Content marketing, or producing editorial-based content that can help tell a brand’s story, is getting to be a top priority for companies of all stripes.

Almost half of businesses have begun employing content marketing and 37% are considering adoption in the near future, according to a new Unisearch study.

The study is based on responses from 217 subscribers to EContent and CRM magazines. Among the respondents, 24% said they were executive-level managers and 17% said they were marketing managers and directors.

 

The survey also yielded the following results.

 

• Two-thirds of executives said their greatest challenge is creating relative content that engages their targeted audience. And another 53% said they find it difficult keeping up with the demands of producing enough content.

 

• A majority of respondents (78%) indicated that they repurpose content in order to meet volume and frequency expectations.

 

• Almost 90% of marketers said they typically produce their own content. PRN

 

Source: Unisearch




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