Justin Whitaker

The thing is, this race for ownership of social media and its intrinsic value – through the minting of its principal function(s) – is complete bullshit. From a business perspective, no specific function or department owns social media: Not marketing, not PR, not customer service, not digital.

Just like the telephone and email – which both also differ from paid mass media in that they allow senders and recipients to communicate with one another – social media plugs into any and every business function with equal ease: Social media belongs on every desk, at every workstation, with an equal measure of risk, opportunity, and perhaps more importantly individual professional responsibility.