The Digital Vibes

Who’s taking over the social media job?
August 11, 2008, 1:49 am
Filed under: Social Media, Social networks | Tags: , , ,

Let’s start with assuming that PR is best positioned to take on the social media portfolio, because PR is the discipline best equipped to handle the conversation-based web 2.0 environment.

Will this portfolio go to the agency, or go in-house? Or how can the client and agency split the job? I think Canadian PR practitioner Ed Lee has a very thoughtful analysis about the whole situation and you should check out his full post here.

Ed says:

On the Internet, an organization needs to own its own words. This means that the organization needs to produce its own content; this is not an action that can be left to the PR or interactive agency.

Put simply, an external agency, no matter how deeply entrenched with the client, will never have the depth of knowledge nor the passion for the issues that the client needs to write about in order to produce compelling, authoritative and authentic content.

I guess what that means is that the in-house corporate communications function will widen to include social media engagement, while agencies can provide additional counsel in the area of social media. Does this mean more jobs for the PR profession, or simply more work for everyone?

Or in the case of large companies, social media deserves a department of its own. Former community manager with Hitachi and current star analyst of the social media industry, Jeremiah Owyang, is compiling a 2008 yearbook-like list of social media professionals on his blog. Check out who’s on the roll as pioneers of this emerging job function.


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