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June 01, 2011

PRSA: Communicators Must Deploy Social Media Effectively to Deliver Client Value — DM News Op-Ed

PRSA had an op-ed published in the June 2011 issue of Direct Marketing News. The opinion piece, authored by PRSA Chair and CEO Rosanna M. Fiske, APR, calls for an end to debates within the public relations, markeitng and advertising industries over who "owns" social media communicators and marketers to refocus their social-media efforts on delivering value to client goals and objectives.

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By Rosanna M. Fiske, APR
Published: June 1, 2011

Much fuss has been made in marketing, public relations, advertising and digital circles about who "owns" social media. Go to any conference or read various industry blogs and you're bound to come across a spirited debate on this very topic. ?

In the end, it is a debate that solves little, so why do we continue to have it? These disputes have grown in frequency and volume as social media's influence and client spending have increased dramatically in recent years. What was once a glean in marketers' eyes is a medium that commands $3 billion annually in domestic spending, according to eMarketer. Not to mention its vice-like grip over every company, CEO and marketer. ?

Each camp has its reasons, many of them valid, for why it should "own" social media. The arguments will only get louder as spending — just 2% of the $145 billion spent annually on public relations, marketing and advertising services — matches interest. ?

Read the rest of the op-ed here.


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