New StrongMail Survey Shows Social Media Is Emerging as a Direct Marketing Channel

According to the survey, there is still a widespread land-grab for ownership of social media within the various facets of marketing, with 29% of respondents stating that responsibility is owned by multiple departments. However, social media appears to be emerging as a direct channel with 36% of survey respondents stating that the direct marketing department owns social media. Surprisingly, only 9% of the respondents report that social media is owned by public relations departments, suggesting that marketing teams value social media more for its demand generation potential than awareness building. A paltry 5% have a dedicated social media department.