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Who Owns Social Media in the Marketing Team? [CHART]


Social media has been in use as a marketing channel for years now. However, many folks in demand generation roles still face an uphill battle when tasked with bringing Social into their marketing campaigns. In fact, an ongoing Topliners Community thread goes into some detail on how demand generation marketers are feeling a bit locked out of their companies’ social strategies.


If you’re responsible for lead generation in your company and you feel like the keys to the social car in your organization are held tightly by other parts of marketing such as PR or content marketing, you’re not alone. In September 2012, Eloqua commissioned YouGov to conduct a survey to B2B marketers in the UK and Germany and this week’s Chart proved out what we already suspected - PR and Content still rule the roost.


Demand Generation Gets Snubbed Again
The survey showed that more than 50% of the companies surveyed are using social media marketing as a channel in their overall marketing mix. And although many departments contribute, the social channel is far more likely to be “owned” by a PR or content department - not Demand Generation roles.


Respondents were not limited to one choice, so many gave “co-ownership” credit to multiple departments. But in a forced ranking, Product Marketing, PR, the Web Team, Content Marketing, and Customer Marketing headed up the class. And in a dead heat for dead last we find Demand Generation right alongside Product Development.

Don’t Settle for Average
A recent Aberdeen Benchmark Report revealed that 41% of Best-in-Class companies have integrated Social Media with their lead management and lead scoring efforts (versus just 27% of average companies). Clearly high performing companies are onto something here. So what gives?

Down but Not Out
What this same study also showed, however, is that over 75% of survey respondents either had no social strategy in place or were unclear of the value. Many are measuring “likes” and “followers” as their primary gauge of success. But are those social connections ever turning into leads or customers? Once they start including Demand Generation in the discussion, they are likely to get a much better idea.

For more information on tips and best practices for connecting Social to Demand Generation, check out the Eloqua Grande Guide to Social Demand Generation.



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