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Survey: More Executives Believe PR Should Oversee Social Media Activities

September 27, 2013

Who should manage a company's social media presence?

It’s a tough question, according to a new survey by The Creative Group.

When researchers asked advertising and marketing executives which department is best suited to oversee an organization’s social media efforts, 39 percent of respondents said public relations/communications and 35 percent said marketing. Only 15 percent said customer service, and 5 percent said the CEO/owner.

(View an infographic of the research highlights here.)

Based on the results of separate research, the Creative Group offers four tips to help companies delegate social media activities:

  1. Make it a group effort. Create cross-department working groups to manage social media activities, leveraging the strengths of different teams.
  2. Scout for internal talent. Identify current employees who have expressed an active interest in social media and can help drive the effort — whether from a strategy, execution or maintenance standpoint.
  3. Communicate best practices to all employees. Equip all employees with company social media guidelines and best practices: They may become your company's strongest brand ambassadors, even if they're tweeting and posting from a personal versus corporate account.
  4. Bring in reinforcements. Bringing in skilled freelancers who have experience developing, launching and managing social media campaigns to help alleviate the workload and provide outside expertise.



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