Now most businesses are using social media strategically for their brands, a “rock star” social media team has become essential for its success. This team of digital natives are the social media advocates in the organization and drive social media internally and externally. In this article you can find the ingredients of a successful social media team and you learn how to organize social media for your business.
A social media team consists of different specialties and is run by a social media manager. These digital natives are the social media advocates in the organization. Besides the human part of the team, technology is equally important. Without the proper tooling it is simply impossible to successfully manage the presence of your brand on social media. In large corporate structures there will be multiple social media teams. These can be organized by country or by brand. On top there is a social media director or Head of Social who is overall responsible for the corporates social media strategy and drives the social media teams.
Social Media Director
The Social Media Director is the most important role in any organization with a presence on social media. This person is a visionary leader and makes a huge difference to your brand. The director has various roles and duties, but the main responsibilities include being the social spokesperson for the brand, internally and externally.
The director advocates social media and makes sure it’s front and center in the organization. He shows the benefits of social for the organization while leading on innovative initiatives. He should also be found at events and seminars showing off the great things your brand is doing in social media. If you’re a large corporate, the Social Media Director is a global position, overseeing all of your brands social media activities and long-term strategic vision.
Brands need a social leader
Unfortunately not all organizations have a Social Media Director. Some brands are satisfied with just a social media team, without having a director who acts as a leader. However, looking at brands that have successfully embraced social, all have one thing in common: a leader who advocates social media. The title may vary from Social Media Director to Head of Social or Chief Social Officer, but they all have a person who acts as a Social Captain for their brand.
The Social Media team
Social media manager
The social media manager runs the social media team. In smaller organizations, this persons runs social for your brand while in large corporates, this person is responsible for one of the social media teams. He is responsible for social media strategy for his branche and the implementation of strategies into day-to-day operations. The social media manager builds and leads the social media team and acts as internal social media strategists.
The content marketeer is responsible for the content of your brand in social media. He runs the content calendars in consultation with the brands marketing team and creates engaging posts. He also creates the visual assets to accompany posts on social media and campaigns. Social media teams in smaller organizations commonly rely on external agencies for this instead of keeping this key role in-house. Having an internal content marketeer is incredibly valuable though and makes your team way more flexible and creative.
The community manager is your brands voice on social media. He manages and grows your online community. This involves establishing and nurturing relationships with your community by responding on comments and questions but also actively engaging with your brands influencers and ambassadors. The community manager implements strategies to encourage conversations and engagement, grows your communities and manages your social presence. He will also monitor and participate in relevant online conversations.
Large organizations commonly also have webcare operators or teams as part of the social media teams. These operators manage customer care on social media and respond to comments and questions from customer on the company’s customer care channels. While a Community Manager focusses on building and growing communities for your brand, webcare operators solely focus on driving customer service in social media.
The last and often underestimated but key role in a social media team is the social media analyst. The analyst takes care of social insights, reporting and social analytics. He understands the impact of your content and social media activities on other initiatives like sales, marketing and R&D. The analyst creates insights on how you’re performing and suggestions on how to improve your strategies. Nowadays the role of a social analyst overlaps with the role of the traditional web analyst since social and web analytics are closely related.
Another important, not to underestimate, factor in a company’s success in social media is technology. Your team needs the tools to efficiently manage social media and gather the necessary insights. Spent enough budget on technology, it will pay back in the long term. I have been working with various social media technologies in my career and experienced that the leading solutions bring the best value for money. Don’t select technology based on your needs today but create a long-term vision on social for your organization and select the technology that helps you get there. All-in-one solutions are usually not what you’re looking for. You’ll want a social media management platform and social analytics solution. The Gartner Magic Quadrants give you a good indication on what technologies to look for.
If you have any questions or comments on setting up your social media team or implement social technologies, it would be awesome to hear from you! Connect with me or drop a comment below.