Who rules the roost?

Social media is the extended hand that beckons all marketers and organizations to come along.  This is a tricky proposal and seemingly tough to convince upper management of the benefit due to the fact that there are not a lot of ROI calculations, it is not obvious which department should be in charge and there are risks.

I am aware of the facts about how blogging drives traffic to websites and how large companies have advanced with the utilization of social media and I know how many people are on Twitter (175 million). Despite this, I still have trouble giving advice as to the implementation of social media as a form of marketing that has direct benefit.

I have found that when I put social media in the context of public relations, I have an easier time conceptualizing results.  Companies believe in the value of having a public relations team that pushes stories, maintains relationships and is well connected within the community.  Social media platforms are the outlet for public relations and public relationships.

Two bloggers who I cross paths with regularly have very different views on this topic.  To learn more about why social media is NOT public relations click here, and to learn about why social media IS public relations, click here.  I would strongly encourage you to check out their opinions and see where it falls within your organization’s conversation.


photo source: designbeep.com

This entry was posted in General thoughts, Tools and tagged , , , , , , , , , , , . Bookmark the permalink.

2 Responses to Who rules the roost?

  1. Jackie says:

    I agree that social media is public relations……along with sales and marketing. Departments have to work together to build their message and be consistent. Too many people in upper management worry about the what if’s of social versus trying it and learning from possible mistakes. It is a world where you either have to get in the boat or stay on the shore, but you have to decide how you will catch up if you wait. Nice article!

  2. Stephanie C. says:

    I agree with you from the PR standpoint, particularly for people/organizations that are just beginning to branch into social. Not only is it difficult to determine a direct ROI in comparison to other media, but companies driven by analytics want to see the numbers and know what they’re getting themselves into. Pitching it as a way to foster relationships and connect with the community seems a strong way to incorporate social as an enhancement to current PR efforts.