Our Outlook

Filter Posts

Clear Filters
« Return to List

Posted on 10.08.2013

Social Media Tug-O-War: Who owns it in your organization?

Social media is a hot topic. Talking about the fact that social media is a hot topic is a hot topic. And yet, many companies struggle to define ownership of their social media strategy or to even formulate a strategic social media plan in the first place.

In my experience, it typically starts organically. Someone around the table will ask, "Do we need to do more on social media?" After everyone unanimously and enthusiastically agrees, chaos ensues.

The team runs down the list: What social media channels are currently in use? Who manages those now? Who determines the content? When do we post or do we even post regularly? How do we respond to comments or likes or negative comments? How do we measure to see if what we're doing is working?

It's the beginning of a process that requires more focus than I think even large-scale companies realize.

Many public relations and marketing professionals will tell you the best way to manage social media is through a dedicated, full-time position. Some will tell you outsourcing is the best and most efficient method. Ragan recently published an article outlining the case for - and against - outsourcing social media. Ultimately it comes down to the needs of your organization.

So what are the options?

  • Outsourcing, just like the article says. Outsourcing can be expensive, but it can also be more efficient in reducing time spent by in-house communications and marketing teams. It also brings an expert resource to the task as many social media experts are adept at defining best practices and staying up-to-date with changing technology.

  • Keeping it in house. This typically happens two ways, either the current PR or marketing team divides the work or the company hires a dedicated social media expert. Both options can be beneficial if managed properly. Keeping it in house may save money and allows for a more personal or "insider" touch. If not managed properly, however, the task can become time consuming and ultimately, the end product (online content) will suffer.

  • Relegating duties to an intern or team of interns. This is becoming a popular option among organizations and I have seen firsthand that it can work brilliantly; however, many in the industry advise against it and certainly advise against making it an unpaid position. Interns work on limited schedules and may have limited finesse when interacting with clients or the media. That's why they wanted an internship in the first place!

Ultimately, only company leadership can decide which route is the best when it comes to managing social media. Most often, a combination of outsourcing and in-house resources turns out to be the special sauce for any successful organization's online strategy.

We want to know what you think. How does your organization manage social media, and what's your special sauce? Leave your thoughts in the comments below.


Amanda Anderson is a Senior Account Supervisor at Lovell Communications. You can view more of Amanda’s blogs here. Connect with Amanda at amanda@lovell.com or @maynordanderson

Latest Blog Post

Climate Change: Are You Ready to Tell Your Sustainability Story?

What would the health care industry have done differently if it had known when the pandemic was coming? Does foresight change behavior?...

Read More

News Update

We're seeking talented candidates to join our team!

Lovell Communications is growing! We're seeking smart, talented individuals to fill our Assistant Account Executive role...

Read More