PR Owns Social Media, Say Ad and Marketing Execs

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By: Jeannine Wheeler

Who owns social media? This question has been asked and wrangled with ever since social became an integral part of any brand marketing program. But who should manage the task? According to a recent study of advertising and marketing executives: It’s the PR team.

More than half (51 percent) said public relations/communications members should manage social media, up from 39 percent in a similar study conducted in 2013.

“Social media can affect a company’s reputation, so it stands to reason that this channel is tied closely to public relations,” said Diane Domeyer, executive director of The Creative Group, which conducted the study.

Although PR professionals may be best suited to manage social, there is still reason for collaboration with other teams, including advertising, marketing, and digital.

“Because it encompasses many activities—from content strategy to customer support to campaign analysis—that require different skills, it’s often beneficial for multiple departments to work closely together in order to leverage strengths and encourage ongoing collaboration.”

*The survey was developed by The Creative Group and conducted by an independent research firm. It includes responses from more than 400 US advertising and marketing executives.

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About the Author

Jeannine Wheeler is a PR Director who has worked in three countries, including Russia, the US and the UK. She is currently Sr. Vice President of Pure Energy PR, a full-service boutique communications firm with a focus on the energy, healthcare, technology, construction, real estate & land development, tourism & hospitality and food & beverage industries. Jeannine is in the firm's Austin, Texas office.

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