In the world of Internet, it is often difficult to draw the lines of ownership. If you ask the question of who owns social media, you’ll get a mixed answer encompassing marketing, public relations, sales and customer service. This was based on the study made by Pivot Conference and mentioned by Brian Solis on his blogpost.
You cannot expect an exact answer for this kind of question but it is not an inquiry that does not have an answer at all. The way to uncover the answer is to see the big picture. The first step is to know owns customer relationship. Is this difficult to answer? No. Brian Solis’ simple answer to this question: Everyone.
With this, Solis came up with an answer to the original question of who owns social media.
“Any person or department affected by outside activity where public interaction impacts decisions.”
At the beginning, companies usually have a single view of a client which eventually network into a vast connection of experiences which gives the client the capability to play other roles such as an advocate or an influencer.
Social media should not be boxed up together with social networking websites. It must be viewed as a tool to unite companies, their products and services and the consumers. Solis mentioned that the mission of social media is to “pave paths to future relevance.”
However, these paths come with obstacles and it is the companies responsibility to form a unified business that can surpass hindrances along the way.