Who Owns Social Media? Brand or Agency?

In the early days of social media, the market was flooded with "social media gurus" and agencies that added social media-related bullet points to their new business decks and called themselves experts in the space. Very thankfully, there is less of that nonsense today, the segment has grown up and the market has become more mature.

But it's still not exactly clear with which entity the responsibility for a brand's social media program sits. Some argue the specialized expertise of agencies and PR firms are still needed to guide brands through the maze of social media opportunities. Others argue it's inefficient and leads to less effective engagement when outside parties are involved and, therefore, advocate for social media to be handled internally. In fact, Edelman coined the term "social business" to describe the proliferation of social media practices at the enterprise level.

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