Who should own Social Media?

Who should own social media? Advice for businesses on outsourcing social media

The emergence of social and digital media has pushed ad, marketing and PR agencies into a battlefield where the format is suffering a bit of an identity crisis. Above and below the line in this realm has become blurred, and brands and businesses don’t know where to turn. It’s a baffling tug-of-war between digital agencies, media-buying, advertising and PR all vying for this space. The likelihood is, that if you’re a brand or business with a serious growth plan, it’s a necessity for you to engage with one of more of these agencies in their traditional disciplines, with layered social responsibilities and input.

My background is in Digital Public Relations, so naturally I have a biased attitude to how this should be divided. In a break with convention though, I truly believe your social media should sit exactly where your aspirations and goals are as a brand or business. Let me explain. (more…)