Pope Benedict sends his first tweetWho should be in charge of social media campaigns: marketing or PR? Where should that line lie–and why? We found ourselves fascinated by a couple of year-end PR Daily posts exploring these questions.

The first post predicted that, as more businesses begin to understand the risks and rewards of social media campaigns and the importance of maintaining a direct dialogue with the public, they will specifically request PR firms and departments to manage related accounts–and that PR pros will “emerge as trendsetters” in the social space.

Today’s follow-up post elaborates on that point as firm founder Summer Goodwin explains why she believes that PR will be the go-to discipline for future social media efforts. Her arguments, in a nutshell (or five):

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