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I believe that will depend on how the company is set up, specifically the Marketing function. If Marketing is more focus on Brand, then yes I agree it will sit under that, but if Marketing is more traditional it might lead other things like the Trade, Retail, Product, GTM, etc. It could be a lot to also include Social in that mix.
Same thing for Comms, If it’s more Traditional Marketing then comms will probably be more brand voice focus which also includes PR, Influencer, Community, Events, etc.
Appreciate the thoughts here. Agree I guess there isn't a standard answer for every company.
I’ve worked in mostly integrated marketing and communications roles and the direction of social media accounts depends on the business objectives for having these accounts.
If there are clear commercial (sales) objectives then this output sits with marketing/brand, which could include content if there is an event or lead generation involved.
If there is a need for (more objective) editorial and non-commercial content then this can be produced by comms as owned media initiatives.
It’s a shared responsibility with a shared schedule to coordinate the output, and a healthy competition for engagement and reporting.
Although it wasn't exactly specified, it used to be 50/50 in our company, but now it's almost entirely within marketing. And it's been working well that way. I do agree that it depends on how the company is set up. Sometimes those roles get combined altogether.
Did you find that when you shared responsibility for it that it caused issues? Either lack of responsibility for it or not a single vision?
Corporate social media including policies is in comms, but we don't manage any of the product/marketing channels.
Makes sense. I guess step 1 is defining goals of channels to determine where it should sit in the org and who should be responsible.