Who should run New Media? At least not Marketing (yet!)
With the recent major shifting of corporations focus towards New Media such as social networks and its users, corporations are internally confused on which department should own, and what I mean by own is caring-feeding-updating etc, this new thing called “New Media”.
And by looking at the following enterprises, we can tell there is no definitive answer on who should own it for New Media to be operated successfuly.
Al Jazeera Network: Technology Division
BBC: News Room
Western Michigan University: Public Relations Department
AT&T: Information Technology
But anyway, in my opinion Marketing should have the owernship of New Media or at least the community “Social Media” function as much as it should, but I don’t think they deserve it yet till the Marketing mindshift happens from compaign driven strategy to a more of a constant relationship driven that is aimed at a long term type of one.
And coming to think about it, for a brand to “join” or “build” a social network will strike me as inherently promotional in any case, which compromises as a “social” effort. But then there is an argument that disagrees that brands building or joining social networks compromises the social effort, but it may be strained and/or misguided, but it CAN still be deemed a social effort.
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Morad Rayyan is IT professional specialized in New Media development and has special interest in networking "routing" as well as programming.
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