Now most corporates are using social media strategically for their business, 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.
A social media team consists of different specialties and is run by a social media manager. This team of digital natives are the social media advocates in the organization and drive social media and all of it facets. Besides the human part of the team, technology is equally important. Without the proper tools it is simply impossible to create and manage successful online communities. In large corporate structures there will be multiple social media teams. These can be organized by country or by business label. 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 you’re brands social media activities and long-term strategic vision.
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 and digital transformation, all have one thing in common: a leader who advocates social media. Their title may vary from Social Media Director to Head of Social or Chief Social Officer, but they all have that person who acts as a Social Captain for their brand.
Brands with a social leader aren’t satisfied with the usual or the ordinary
The effects and benefits of having such a visionary leader in social are invaluable, and they can make a huge difference to the success of your brand. Brands with a social leader aren’t satisfied with the usual or the ordinary; they fully understand that having a social media team does not necessarily make the brand social; they invest in social: time, money, effort, staff, tools and innovation.
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 these 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 designer 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 social media campaigns like images, blogs and videos. Social media teams in smaller organizations commonly rely on external agencies for this instead of keeping this key role in-house. Having an internal designer and writer 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. For example, you can see how various social networks contribute to your web traffic, or how better to drive your traffic to and from your social accounts. Social analysts are also in charge of your company’s social listening, so they’ll monitor online mentions and conversations around your brand, products, competitors, and anything else that is relevant, including what’s going on in the industry.
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.
A social media command center will help you to create real-time insights on social data and rase awareness for social media in your organization. Above the social media command center of 2DiALOG that helps community managers work more effectively with real-time data. This command center is setup with the innovative Brandwatch Vizia technology, be sure to put this on your short list!
If you have any questions on setting up your social media team, command center or strategy or are open to share your best practices in addition to this article, it would be awesome to hear from you! Connect with me or drop a comment below.