Read it at Web Strategist
Want to bet that in 2011 the debate over which department should oversee social media will continue? The two departments vying for the role appear to be marketing and PR. There has been some industry chatter that HR should be involved as well. A report from Altimeter Group strategist Jeremiah Oywang found that 41 percent of social media strategists report to the marketing department. In his enlightening 27-page report, Oywang also highlights the two career paths of the social strategist. “Fall behind in requests from vocal customers and internal business units, thereby becoming reactive which we call the ‘Social Media Help Desk,’” he writes, “or develop a proactive program that gets ahead of the demands, and operate from a strategic planning position.” Choose wisely. — Michael Sebastian