Im curious for people who work in social media management. Is it the company’s responsibility to provide brand direction?

Ive experience many companies not having direction and believes its the social media strategist’s duty.

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But just to clarify: Branding team or person is responsable for making sure the defined Brand image is consistently used and exploited all over the different communication channels and strategies (things like visual identity, logo use, speech, positioning). They also lead "brand restructuring" projects (like changing logo, changing visual identify, etc).
They work closely with all communication teams : PR, press, events, social media.

Again, this is mostly big corporations. They role differ from one company to another.

When there's no branding person, then it's the Head of Communication that takes this role, along with coordinating all channels and activities (including social media).

CONCLUSION : A Social media strategist, that only has experience in social media, is not no define brand positioning.

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It can happen. It all depends on the organization. In small companies, there's no social media manager per say, but more like an overall Head of Communication and Branding. Inside this activity, there's the social media. But this needs to reflect in his actual scope and title (in this case, his title is not social media strategist, as he deals with other things like other channels other levers and also the branding).

In big corporations, normally the "branding" belongs to a different person. Sometimes this person is in the same communication team or division as the ones that handle the social media, sometimes it's not even together.

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