Who comes up with a social networking strategy usually; public relations, marketing or advertising department?

The objective of the social media strategy and key desired response will determine the dept briefing the social media strategy

Marketing, as they usually prefer to announce about their new campaign via all sources and social media is a part of this sources, in addition they have the professional language that enable them to convince customers and achieve their satisfaction

I believe all should be involved, but marketing should own it.

Marketing takes the initiative for developing a social networking strategy and then followed by PR.

marketing department because in order for them to come up with more sales and members they should make various strategies to win people to join them.

Middle level business rarely has advertising department since it costs extra, if they are world`s leading business than they hire advertising consultants. so,  what i think '"Marketing Dept" comes up..........

Thank you Lamya Adam for invitation.

Social Media falls between Marketing and PR, but more marketing

contact me 

and i'm pleasure to help uoi

Social Media strategist will come up with the plan. and where the social media strategist reporting to? it depend on the company.

Corporate Communication

Marketing & Communication

Advertising & Marketing

 

If the purpose to sell than park it under marketing & advertising

If the purpose purely informing & relationship then park it under PR and Communication

It depends. Certainly all functions you have mentioned in your question should take a look and possibly participate into the process of creation. From my experience by now, PR department should propose strategic approach, key messages, channels and KPIs. In some cases, marketing department also can propose social media strategy, especially for launch of new product/campaign. However, it is strongly recommended to avoid putting the process of creation on shoulders of just one department.

Social media efforts is not totally on the shoulders of the public relations staff today, unless of course your PR department can exhibit the kind of tech-savviness required to accept the responsibility. I would, instead, employ a specialist in social media (or hire an agency with one … have no idea who I’d recommend though … heh) who reports to the same person or department as the public relations director with both instructed to work hand-in-hand on social media projects.