[sara_capers]

I'm interested in learning more about what departments are responsible for social media marketing and outreach. Which departments "own" reaching out to bloggers and social networking sites? Does one department handle everything involving blogger and social media relations? Or do departments split responsibilites - i.e. Marketing handling placing ads and Corporate Communications handling outreach to writers? Any input is appreciated!

[Kristian Traylor]

Hi Sara,
From my experience, companies typically break up these types of tasks between offline and online marketing teams as the competencies of each are different.

I have typically seen this done in the "Marketing" function, but then sub-divided from there. For example, in the overall marketing organization, you may have teams sub-divided to cover existing traditional channels and others focused on "Online/Social Media." Then in the Online/Social media orgs, you likely have one team focused on ad placements on social networks, while another is focused on content generation including getting the bloggers on board. Of course this all depends on the size of the company regarding how much of this is split up/consolidated.