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Who owns your company’s social media strategy?

October 21, 2010 |

In theory it might seem best to let your marketing department handle this area, but the question is do they really have all the skill sets to handle and implement a successful social media strategy? Likely not.

Understanding the giant world of social media (remember it's not just Facebook or Twitter) is a tough task. What's even harder to grasp is how to integrate your social media efforts with your other marketing tactics. Social media marketing doesn't operate in a vacuum; in order for it to work successfully you need to integrate your social media marketing with all of your marketing channels in play. From e-mail to offline, each channel plays a significant role in whether or not your social media marketing strategy will be successful.

Rather than letting one single department handle your social media marketing efforts, I counter that companies should be pulling in employees with the skill sets from all areas of your company to make up your social media marketing team. This will give you a balanced approach and won't heavily lean towards marketing messages or over-sympathizing with your engagement. From your optimization, event promotion, analytics, and even customer service and IT departments, someone from each area can help your efforts become more successful than just relying on one department.

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