One week ago I posted “Who Controls Social Media?” on my Writers Welcome Blog. Today, on this blog, I am giving some answers to this question. Answers provided by Facebook responses to Matt Kinsman’s original article in FOLIO magazine For Publishers, Who Are the Gatekeepers of Social Media?
Some interesting answers with conclusions in line with my own that I provided on my Writers Welcome Blog post.
So Who Should Control Social Media?
Most Say Edit. Many FOLIO: readers seem to favor edit. What’s your take?
A recent MPA (Magazine Publishers of America) panel debated who should be in control of social media at magazine publishers-edit, sales, marketing or even IT, which may ultimately bear the costs of social media. It’s a similar dispute to the way various magazine departments squabbled over prime Web site territory 10 years ago when they realized that yes, this Internet thing does have legs on the business side.
I pulled some of the Facebook responses to FOLIO:’s article about who ultimately should be the gatekeeper of social media, and listed them below. Considering the audience, it’s not surprising that most seem to feel edit should be in charge. However, several people noted that social media can’t belong to just one group, and should be divvied up across the organization (often out of necessity, given the resources in the current publishing climate).
Social media is integral for most publishers and everybody needs to be onboard (as one MPA panelist said, “Nobody goes around bragging that they don’t know Microsoft World”). So what do you think? Does edit rule? Should sales and marketing get their say? Or does social media require its own dedicated crop of specialists?