PrintA few weeks ago, I wrote a blog post arguing that the debate over who owns social media is a colossal waste of time. I suggested that "success requires sharing and collaboration, not silo building and turf wars." I continued by saying: "if your organization is going to operate at social media speed, you need to focus on sharing information and insights. Hoarding knowledge and fighting turf wars is a waste of time and energy."
Am I on to something or just naive? Are folks just too competitive to focus on collaboration with others -- even if it means them getting a smaller piece of the pie? What's your take?
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Responses from Twitter Users
By fjohnmar on Tuesday, August 3, 2010
Several people have responded to this debate topic via Twitter. I'm sharing their responses here to ensure they are captured and that others have a chance to react.
@karinajennings:
@blueeyepath There is no "owning" of social media. Comms thinking they can own it is an illusion; relationships r 4 everyone. #hcsm #hcmktg
@cadelarge:
@blueeyepath SocMed ownership discussion is not waste of time. One must define what ownership means to better answer this.
@sallyjacob:
@blueeyepath Debate over "who should own SM" is about budget/resources/workflow, not functional roles. Not a sexy Q but impt for larger cos.
Owns social media? Everyone & no one but mostly Communications
By Anonymous on Sunday, August 1, 2010
As social media is a channel, no one stakeholder will own it but rather every stakeholder who can use it to advance their objectives will.
That said, there is a need for collaboration around policy at the organizational level so that whoever uses it does not do damage.
If you then ask who should lead policy development, I think communications groups should in collaboration with relevant stakeholders from marketing to medical to legal to regulatory to product safety and even HR. I believe that the unique character of social media and how it is a hybrid of marketing, corporate, PR, media and investor communications particularly lends itself to the core expertise of communications.