As such I have quite enjoyed the recent discourse attempting to answer the question: Who owns social media?
Don't get me wrong, it is a good question considering many people have staked their professional claim in the social web while organizations continue to struggle with how best to implement social strategies and who best to do this for them.
Welcome to the communications condoI know it doesn't look like much at first, but let's look at an often forgotten aspect of the big three: advertising, marketing, and public relations.
All three are comfortable rooms inside a dwelling built on a solid foundation of effective communication.
(Photo credit: yeaiknit)
Advertising - Advertising is the kick-ass Media Room we all wish we could afford to have and showcase multimedia storytelling to our friends. We are often awed by those in our various industries that are quite comfortable in the advertising media room. They inspire us to push the boundaries of controlled messaging, compel us to compete, and put on a great show. (Photo credit: sarahleeab)
Marketing - Marketing is our Kitchen where we plan, prepare, and process the exquisite recipes for measured success. In the marketing kitchen, we hear things things like "ROI," "creative strategy," and "brand relationship." All of the ingredients (people's needs and wants) come together through the work of skilled professionals in satisfying feasts. (photo credit: emptyhighway)
Public Relations - Take a seat in the Public Relations Living Room. This is the conversation room. The PR living room is where dialogue, community, and trust take shape. Public relations needs to facilitate the delicate balance between strategy and tactics for organizations. Yes, planning and presentation are well received in this room as invited neighbors or guests are welcomed to the discussions. (photo credit: Roy Sinai)
All three rooms share the common foundation of communication. Without communication, these rooms are useless. Professionals in the three rooms would be better served (and would better serve their organizations) if they'd stop arguing with each other and start integrating together as much as possible. These are separate rooms where invited guests should be able to roam in and out freely in order to have the best possible experience in your home. You want them to want to be there. Let's not give them reasons to leave early.