Who owns Social Media? Marketing or Communications?

Recently, we've seen some lackluster attempts to harness the power of social media from some pretty big brands.  Initial thought has been that companies are hesitant to invest in and commit to this type of initiative... even though it's been proven to work time and time again.  Building relationships with your customers is a no brainer at this point.  Consumers have learned to cut through the clutter and find the truth.  If you're putting genetically enhanced rice in your product, you'll lose customers.  However, if you address the issue with your core consumers and brand advocates, they may curb the potential for a mass exodus.

So, why the mediocre attempts to connect with consumers?

It seems that more and more brands are willing to make the investment and commitment, but can't seem to figure out the best way to connect.  After several conversations with people more intelligent than I am, the common consensus is that there are still internal battle's raging over who will own these activities, Marketing or Communications.

As social media touches both departments, understanding who will take on these activities is a greater challenge than anyone expected.  Marketing recognizes the power of reaching customers, but communicators (PR) see the space as a new way to deliver the corporate message.  So, who's right?  Who should control this space?  The answer:

Both!  Smart companies are creating special teams to navigate it's entrance into the space made up of Marketing, Public Relations, Technology, etc.  The creation of these "groups" are a big indicator to where Social Media is headed.  It won't be long before big brands spin off existing staff into a newly defined departments to handle these activities exclusively.  Maybe the gap between Marketing and Communications has decreased so much that it is irrelevant to look at them as separate anymore.

Either way, it is imperative that someone take the lead internally when considering a foray into social media.  As a successful campaign or community requires much more than content, I would advocate for letting Marketing lead the initiative, but to be successful, buyoff from PR is necessary.  Over the next 12 months, we'll begin to see more and more changes externally and internally in terms of social media.  It's time for brands to truly make the commitment... not just throw up a community and hope that someone comes.  What a sad party that would be.