Social Media: Who’s Responsible?

With the massive growth and popularity of Social Media, professionals working in the marketing industry are now asking the question, “who is responsible for managing marketing and content initiatives in this new environment?” Does this sit entirely within the marketing department?

While the marketing team has traditionally managed the brand and promotional communications within a company, it’s now time for a more coordinated effort across the various functions within the business.

We live in a culture of participation and the opportunity for using Social Media to the benefit of the whole organization is huge. How does the HR team use this medium to attract, train and retain talent? How does the Operational Team use the medium to stay in touch with employees and maintain engagement?

How does the R&D team tap into new ideas and test responses to new products? How does the Merchandising team use the medium to test or seed new sample product?

With so many potential opportunities to interact with the necessary stakeholders, it’s important that an overall Social Media strategy be developed across the business. And who better to lead this, than the Chief Executive.

The next question is whether the CEO is up to date with the seismic shift in the way consumers and staff now interact with media?