Who Really Owns Social Media?

Recently, there have been numerous debates over the topic of who owns social media. Social Media is rapidly becoming a must for all companies, no matter what industry or trade. Many people feel it is the PR practitioners who own their company’s social media. They are, in fact, the ones who are creating, executing and implementing the strategies via social media platforms. However, there are some who feel it is the company who owns their social media because they are in fact, the owners of the entity, which is being represented via social media strategies.

Social media is typically a combination of the two. If you don’t have a company, telling a publicist or PR company what the goals and objectives and strategies are, of having a social media platform, how can the PR practitioner effectively put into place beneficial strategies and tactics for the client? Therefore, it is truly a dual effort that involves both the company and the company who is executing your strategy. Both parties involved need to realize each side has their strengths. For example, PR companies have their social media experts or teams who really truly know the environment, what people in the social media realm are looking for, what they are talking about and what all the trending topics are. Without this beneficial insight, a company could develop a social media plan that would have no merit on certain platforms because it may not pertain to what those who are active in the platforms are actually looking for. In turn, PR companies need to have the input of their clients so they can align their thoughts, ideas and strategies with those of the companies and their overall goals and objectives. What do you think? Can social media really be owned by one entity?