Who Should Manage Corporate Social Media?

It’s a common debate for businesses: Who should be responsible for corporate social media activities? While the jury is still out, one group is gaining favour, new research from staffing firm The Creative Group suggests. When advertising and marketing executives were asked which department is best suited to oversee an organization’s social media efforts, more than half (51 percent) of respondents said public relations/communications. This figure is up from 39 percent in a similar study conducted in 2013.

View an infographic of the survey findings.

“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. “But corporate social media can also be used to shape brand perceptions and facilitate customer interactions. 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.”

Advertising and marketing executives were asked, “In your opinion, which of the following departments is best suited to manage a company’s social media efforts?” Their responses:

2015

2013

Public Relations/Communications

51%

39%

Marketing

28%

35%

Customer Service

9%

15%

CEO/Owner

5%

5%

Other

2%

0%

Don’t know

5%

6%

100%

100%

According to research conducted for The Creative Group 2016 Salary Guide, there is strong demand for professionals with social media expertise. “Companies continue to invest financial resources and efforts into social media to engage customers and build brand awareness. Even when hiring for positions that don’t directly involve social media, employers seek candidates who have a deep understanding of how to use it effectively in a business setting,” added Domeyer.

About the Research

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

About The Creative Group

The Creative Group (TCG) specializes in placing a range of highly skilled interactive, design, marketing, advertising and public relations professionals with a variety of firms on a project, contract-to-hire and full-time basis. More information, including online job-hunting services, candidate portfolios and TCG’s blog, can be found at creativegroup.com.

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