Which Department Owns Social Media?

Mar 11, 2011 by Stephanie

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Just where does social media belong in an organization? Is it a marketing or public relations tool? Is it owned by customer service? Is it in a category by itself? And – is it even important to put social media in a category? The answer is yes and no. You can implement social media strategies and enjoy success without choosing a classification. But classifying it may prove critical when you are creating social media policies and planning across the organization.

Many companies, and social media practitioners, would have social media live in either PR or marketing. And its easy to see why. Social media has been proven time and time again as an important corporate communications tool, as well as a solid marketing tool. And it’s clear that the length of social media’s arm and the receptiveness of online audiences make it an optimal tool for public relations departments. But social media is so much more. It has also become an important tool for R&D, customer service, and even employee recruitment.

Each company may have a different strategy when it comes to deciding which department owns social media, but more and more are agreeing that it should be owned by everyone and therefore it may be classified as an organization-wide endeavor. However, when ownership of social media is spread throughout an organization, communication and collaboration are key. Various departments must work together to coordinate the use of social media tools and ensure that the organization’s goals are met and everyone is on the same page. Internal communication and collaboration is critical for avoiding brand confusion and ensuring consistent implementation of cohesive strategies that benefit the organization overall. Many companies have established “social media councils” for this very purpose, bringing stakeholders from across the organization to regular meetings and online collaboration communities to work together on the company’s social media efforts.

Another school of thought is that social media should stand on its own as its own department. When social media is used across a variety of departments, some assert that it’s better for social media experts to hold the reins, communicating and planning strategies with representatives of the organization’s other departments. Others believe it’s a better idea to gradually spread ownership out over a range of departments as long as one department holds the reins initially. In this case, a department – say public relations – may explore social media and create strategies before moving on to educate other departments on the use of social media tools.

How is your company structuring social media? Do you think it’s in the right place for the long-term or do you see changes coming in the near future? Please share your thoughts in the comments.