He knows how content travels on social networks and especially why it travels: he is people-centric and knows what influences behavior. I am often asked which department is responsible for social media marketing, content marketing and other forms of what people still call “new ways of doing marketing&#. Note that the question is about responsibility and management (who does what and where), not ownership. My default answer to responsibility questions is: “it depends”. And it always really depends on numerous factors. When it comes down to social, the answer is quite simple.