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the marketing department is most likely to own a company’s social media strategy

A snapshot poll of companies in the entertainment, media and high end brand sectors has found that the marketing department is most likely to own a company’s social media strategy with PR coming a close second followed by HR and IT.

The poll undertaken on behalf of Handle Recruitment, a specialist in appointments within the media, entertainment, fashion and high end retail sectors, found that 39% of organisations gave the responsibility for social media to the marketing department and 35% to PR or Communications. HR held the social media reins in 18% of companies while 8% preferred IT to control the strategy.

“The increasing influence and diversity of social media channels has obviously had a major influence on the ways that brands can communicate with their customers, which in turn has had an enormous effect on the way that organisations structure their departments,” says Manager of Handle Recruitment’s Social Media and PR division, Kelly Hopkins. “Historically, the roles and responsibilities within departments such as HR, Marketing and PR were easy to understand but social media has changed that because of its relevance to so many differing business areas.”

Hopkins says that in terms of hiring, Handle has had to evolve its own offering to ensure that it mirrors the changes across its clients’ businesses. “Social can involve marketing a brand, managing online conversations, building communities, reputation management, customer service, recruitment, and even crisis management.” Consequently in addition to its HR, Marketing and Digital divisions, it now has a specialist PR division. “We need to ensure that from a hiring perspective, whether our clients’ social media requirements sit in a specific division or integrate across them all, we have the resources and expertise to tap into all the relevant talent communities.”


Tracey Dunn
BlueSky PR
0845 3700125

This press release was distributed by ResponseSource Press Release Wire on behalf of BlueSky Public Relations Ltd in the following categories: Media & Marketing, for more information visit