Opinion: From our Readers - Businesses must take social media seriously

Regarding the Wildfire survey that triggered debate around whether in-house comms teams should handle social media policies (News, 10 December), the exact wording of the survey was: 'Which department do you think is best suited to owning social media?'.

The answers from the 250 marketing decision-makers were noteworthy, but this is a small part of the full survey.

The ownership angle - while it gets all the headlines - is one of the least interesting findings.

Far more worrying is that businesses of all sizes are falling into social media with confused objectives and are failing to treat them as serious, strategic and sustainable marketing disciplines.

Danny Whatmough, senior account manager, Wildfire PR

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