¿Quién debe liderar la comunicación online?

El debate sobre si la comunicación on line debe estar liderado por las consultoras de comunicación, las agencias de publicidad o las de marketing, da mucho de sí. Aquí os dejo un recorte del PRWeek que leí hace unos días para que los veáis vosotros mismos, y podáis tomar vuestra propia decisión. Me ha hecho gracia porque propone fumar la ¡pipa de la paz!

An increasing proportion of marketing budgets is being set aside for digital and social media work. In the first of a series of special features, PRWeek asks what the PR industry needs to do ‘own’ these budgets.

But which marketing discipline has the best claim to this spend? The PR industry argues it is best-placed to take ownership of social media. It has a strong claim. PR professionales are well versed in communication, engagemente and conversation, the very attributes required for a successful social media strategy.

The advertising industry, powered by creativity, can aslo lay claim to these budgets. Because without the content to inspire conversations, who is going to sit up and listen? And the new breed digital agencies command crucial technical expertise anda an in-depth knowledge of the sector.

If  PR is to truly own the social media arena, it needs to learn from what these other disciplines do well, as well as continue to evolve its own offering. As Ivan Ristic, co-founder of Diffusion, points out: ‘if  PR is to compete for social media leader-ship, it needs to shake off its silo mentality and not automatically view adevertising or digital agencies as the competition, but as collaborative partners’.

¿Quién debe liderar la comunicación on line? Espero vuestra respuesta en los comentarios.