The recent news about Web strategist Blue State Digital, which famously created my.barackobama.com, winning Vogue.com’s digital and social media work is a reminder to the communications industry that this form of media still doesn’t really have a consistent home. Should it be the responsibility of the PR agencies, advertising agencies or newer “social” agencies? It depends on whom you ask.
Being a PR professional, I, of course, feel social media should fall under the PR umbrella. So much of social media involves community (or audience) relations – engaging your community, interacting with your community, conversing with your community – which is already a large part of PR. Plus, with the media industry shrinking before our eyes, social media provides PR practitioners another outlet to reach our desired audiences. It’s media relations without the media. We’re delivering the news directly to our customers without the use of a third party to distribute it.
On the flip side, an ad exec could have a similar argument – they use social media to promote products to their consumers without the use of a third party and without paying for it.
This goes to show why we are still debating over where to house social media. There seems to be a good argument from all sides. Either way, I can guarantee all agencies are clambering to stay competitive in the social media realm.
What are your thoughts on social media? Who should manage it?
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