The lines that previously defined traditional business silos such as sales, marketing, PR, and customer support have become blurred thanks to the digital marketplace. Digital and social media has elevated the role of the customer in the operations of a business, which has become a disruptive force within the today’s organizations. The reality of direct, one-to-one brand-consumer communications has changed the job description and role of many departments in the enterprise. Marketing is more responsible for sales and customer service than ever before and customer service is now a significant player in the corporation’s branding and sales efforts. Public relations is experiencing a renaissance of sorts with a more prominent voice in marketing, and especially social media marketing.
This debate, moderated by Sam Fiorella, pits Chris Heuer, President and CEO of Adhocnium against Bryan Kramer, President/CEO of Pure Matter in a debate over the roles of Marketing and Public Relations in modern enterprises. Which department should take the lead – and budget control – over social media marketing?