Who’s in Charge of Social Media?

October 20, 2009 | Posted by: Melissa Chadwick

ADWEEK's Brian Morrissey brings up an important issue in his recent story, Who’s in Charge of Social Media

As he mentions, social media inhabits a gray area that agencies across the board – PR, advertising, marketing, web, etc. – are trying to address in their mix of services. The question that I think first needs to be asked, and often isn’t, is who is best positioned to craft the best message and tell the best story to reach the audience? Isn’t that what it’s all about to begin with?

Many times organizations are so eager to use the latest tools that they fail to think about the strategy and the message behind the tweet or Facebook page. In all the hype surrounding social media, I think many of us forget it is one avenue of many to get a message out. That is why the key is in the storytelling, and whoever owns that piece will win in the end.

Oh, and should I also mention measurement? Be truthful…How many of you are measuring the impact of your social media campaigns? This is a critical piece that not everyone is prepared to deliver in their mix of services but, just as with traditional PR, is critical for success. More posts to come on that front…