• Who Should Control Corporate Media Outlets

    The debate in hundreds of companies is ongoing: which department should monitor and maintain a company’s social media presence?

    Many are managed by customer service/customer relations, sales/marketing, information technology or even human resources. But, Ragan’s PR Daily recently made the case for communications to facilitate online conversations in its article “13 Reasons Why PR Should Lead Social Media Efforts.”

    Among Ragan’s reasons are that PR pros are natural storytellers, we know how to earn-and keep-attention, we think strategically and we know to connect with others.

    I agree that an internal PR team should ultimately own social media outreach because it’s a method of communication. But, I also believe it should be a coordinated collaboration between various departments.

    Representatives from key business units and departments should meet weekly. The discussions could plan Facebook, Twitter and blog topics, frequency of posts, and create responses to customers’ comments (if applicable). For instance, find out what questions customer service is hearing most and how they are responding.

    Based on everyone’s input PR can then craft those messages and post them on the appropriate site. PR practitioners create the company’s overall messaging, which should always be included in social media outlets.

    PR folks also develop communications plans for various projects and departments, and they should include social media efforts as a tactic.

    Social media is simply another channel companies use to reach their publics. These tactics should be developed, planned for the long term and managed by public relations professionals.

    Kristen Ward is a Senior Account Executive at Arketi Group, an integrated marketing consultancy that helps business-to-business organizations generate revenue and accelerate growth through intelligent strategy, branding, marketing and public relations. To view all company blogs go to Arketi Group blog site.

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