Bloggerati

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Who owns social media?   

Turf battles are breaking out in corporate land. Who owns social media? Is it CR? Digital teams? PR? Brand teams?

Social Media does not respect organisational charts or silo cultures. A company's customers own social media. But internally no one seems sure about who should take charge of this new phenomenon which is impacting all aspects of a business. Social media is potentially a grave risk to the reputation of a business if it is not managed intelligently. I'd be interested to know what models could work best? Individual departments taking the lead? Stakeholder approach? Head of social media?

www.itsopen.co.uk

 

 

Published Nov 17 2009, 05:32 PM by Justin Hunt
 

All Comments

Copeland
  November 18, 2009

Personally I think social media is relevant to each of these functions so ownership should rest across all. For this reason a collaborative, stakeholder approach is the best solution. but coordination and consistency are key. Head of sm? Possibly. Head of customer

engagement? Better?

Benjamin Fox
  November 18, 2009

Head of SM is a good idea, brands need to get involved now before takes the same route as CSR and become to trendy to have any more impact on the more intelligent consumers. This is certainly a possibility as SM means sending out the messages that many before have done. I cannot see that short term measures like Twitter will benefit many organisations, which means they will be wasting valuable resources and time spent on this means of communications. Dell is one example of success, but there aren't many case studies worth reading so far. Blogging, now that's a different story. However, if it comes down to reputation, then yes, Head of Customer Engagement makes sense. But surely it's down to the Customer Comms team?

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  November 18, 2009

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Justin Hunt
  November 18, 2009

Benjamin, it seems you are underestimating the power of Twitter. Look at JetBlue's use of Twitter for example. It can be extraordinarily effective if applied intelligently and in a relevant way to the key audiences.

Benjamin Fox
  November 18, 2009

Absolutely agree that it is a powerful tool, but doesn't benefit all. Especially as many organisations are misusing it and also using it ineffectively. I think it scares many, but the measurements services available now often outweigh those of traditional methods. I just can't help thinking that sometimes it is a method that is adopted as it is deemed 'free and easy'. Which it is far from in the long term!

Devil’s advocate « portrait:landscape
  November 21, 2009

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