Social Media: Advertising or PR?

PR excels at messaging, but advertising focuses on results. So where does that leave your social media marketing? By Scott Elser.

Who manages your company’s social media?

The social world for marketers remains a space where rules are yet to be written. But whether you think of social media as PR or marketing matters: It changes the tenor and the implications of your interactions, not to mention what you get out of them. Most companies view their social efforts as a form of PR, thanks to the dynamic nature of the interaction between their brand and consumers. But as social media objectives evolve from “creating buzz” to delivering return, it’s important to view social media through the lens of what you want to accomplish to determine who on your team should own your social media efforts. Lees verder