Who Should Manage Corporate Social Media?

Half of Execs Say PR Teams Best Suited to Oversee Social Media Activities for a Company

TORONTO, Nov. 10, 2015 /CNW/ - It's a common debate for businesses: Who should be responsible for corporate social media activities? While the jury is still out, one group is gaining favour, new research from staffing firm The Creative Group suggests. When advertising and marketing executives were asked which department is best suited to oversee an organization's social media efforts, more than half (51 per cent) of respondents said public relations/communications. This figure is up from 39 per cent in a similar study conducted in 2013.

View an infographic of the survey findings.

"A company's reputation is increasingly tied to its online presence, so it seems only natural that in many cases public relations would take charge of the social media function," said Deborah Bottineau, senior regional manager of The Creative Group. "Beyond reputation, social media can serve as a powerful tool that imparts brand awareness and opens channels of communication between corporations and customers. The strongest social media programs are often those that blend diverse content, customer service and analytic requirements by leveraging the expertise of various departments."

Advertising and marketing executives were asked, "In your opinion, which of the following departments is best suited to manage a company's social media efforts?" Their responses:

	2015	2013
Public Relations/Communications	51%	39%
Marketing	28%	35%
Customer Service	9%	15%
CEO/Owner	5%	5%
Other	2%	0%
Don't know	5%	6%
	100%	100%

Those with social media skills are highly sought after, research conducted for The Creative Group 2016 Salary Guide reveals. "Companies continue to recognize the business value of social media," added Bottineau. "They're conscious of the effect it has on brand perception and, regardless of the roles they are hiring for, find value in bringing on employees with an understanding of how to integrate a digital presence with corporate objectives."

About the Research

The survey was developed by The Creative Group and conducted by an independent research firm. It includes responses from more than 400 advertising and marketing executives.

About The Creative Group

The Creative Group (TCG) specializes in placing a range of highly skilled interactive, design, marketing, advertising and public relations professionals with a variety of firms on a project and full-time basis. More information, including online job-hunting services, candidate portfolios and TCG's blog, can be found at thecreativegroup.ca. Follow @RobertHalf_CAN on Twiter for additional workplace news and hiring trends.

SOURCE The Creative Group

Naz Araghian, 416.865.2140, [email protected]