Class assignment on social media ownership...

Does Social Media Belong in the Hands of PR people?

This was the question posed to us in online public relations class today.

Looking at it from a PR professional stand point I would agree that it would be easiest for the profession to have control over social media as these are the professionals that have to deliver the intended message to the intended target audiences.

Mashable.com notes that social media is:

“changing the way that content and information work particularly in terms of the publishing of consumer opinion. This has transformed the way that consumers relate to brands and the way that brands should operate, driving direct interaction, transparency and a more consultative approach.”

Therefore, social media is THE TOOL to access and engage in dialogue with the organization’s intended audience and “cultivate lifetime advocates” for an organization. It is also THE TOOL to gain measurable feedback through “direct interactions, i.e. number of friends, number of views or number of users.” (http://mashable.com/2009/02/20/big-brands-social-media/)

However, looking at the question without any personal bias to what would make my future job easier; I believe that social media can not be under any organization or person’s ownership.

The tool of social media allows for something no other media outlet allowed for – almost instant conversation and sharing of ideas amongst individuals and groups without any limitation to reach. This means it is a global interaction system.

Scott Monty of Ford cites on his blog www.scottmonty.com that Ford is “not interested in advertising on social networks. We’re interested in getting in there and interacting with people.”

Social media is allowing for individuals to share their ideas and comments with organizations to develop better products that represent the demands of society.

Foxbusiness.com (www.Foxbusiness.com) notes that 36% of millennials (persons aged 18-30 and are the most social media savvy generation) interact with social media networks to submit opinions. If this percentage can be increased, more people will be able to have their opinions represented or discussed.

For this reason I believe that social media should not belong in the hands of any organization or person. Social media is the tool that allows for interaction on any subject, product, idea or thought. Thus it is the main hub to promote innovative, collaborative thought.