Who takes the lead when it comes to social media strategy?

Almost 80 percent of new media users interact with companies or brands online. So, it's pretty much an imperative that your brand have a social media strategy in place. But that poses a puzzling question: Who should take the lead when it comes to developing your social media strategy? PR or digital?

2009 Cone Consumer New Media Study

A recent PRNews article lays out the argument for the PR folks, and our own director of new media, Mike Hollywood, couldn't agree more. "Our channel agnosticism affords us the luxury of looking at the entire media landscape before deciding which channels are best for our client's message AND audience."

Read his take on the debate and get tips for implementing your own social media strategy.* And be sure to tell us what you think. Who should own the strategy?

*Check out our updated new media research, the 2009 Consumer New Media Study.