Are you hiring a social media “specialist”, “guru”, or “manager”? There are a number of roadblocks most businesses run into when doing so – Team structure is #1 (at least I would hope).
I should start this off with a warning – No one person can do it alone, especially if you’re part of a medium to large sized business. There are so many different contribution points, that if you only have one person you will never be successful. Trust me, I have been that lone ranger before, and I was over-stretched; so I could only do half-ass everything and not amazing anything.
So, in my honest opinion these are the positions that you should have:
- Listener/engager – People are talking about you, deal with it. You need someone who can use a listening platform to monitor mentions of your brand. This is necessary. You can create relationships even if people are saying negative things about you, and it gives you a way to let people know you’re there, you’re listening, and you care. This person should be the same person(s) who are engaging on behalf of your brand in social media.
- Content Curator – As we all know, content can be a female dog for some brands in social media. You need something to post on a daily or weekly basis, but where are you going to find that content? Having an entire person dedicated to this position will make your life a whole lot easier. It also gives a little more bandwidth on tracking & optimizing the content that you do post. They can coordinate the “content calendar” if you need one, come up with new themes and coordinate the creation of said content. Easy Peasy, right?
- Web Coder/Graphic Designer: This is pretty self-explanatory. You need to be able to get graphics done for microsites, Facebook tabs, WordPress themes, etc.
- Public Relations Coordinator – This is crucial as the reputations of brands are more at risk with the uprising of social media. This does not need to be a full-time person, but you need to have this person crafting your overall messaging and voice, as well as risk mitigation.
- Social Media Marketing Coordinator – Like any other channel, sales & marketing plays an important role in social media. Coming up with innovative ideas is mandatory, and you also need someone to run social advertising, promotions, and to track the ROE/ROR (Return-On-Engagement/Return-On-Relationship). It is also necessary to tie social media to overall business objectives (website traffic, etc.).
- Social Media Analytics Officer – Again, this does not need to be a full-time person. You must measure your social media efforts. Now, part of this job includes staying up to date on the forever changing metrics, tools, etc. Measuring impact and growth/decline of your mentions on any given month, and doing all the reporting. Crucial.
- Someone who oversees it all: This could be you. Or not. In any event you need someone to provide coordination and direction.
In conclusion, this seems like a resource-heavy list. However, it is important that all these roles are covered, and depending on the size of your business, each role could be more than one person. This structure is also not right for every business, but it definitely is a good place to start.
PS: Always hire people on contract, you never know with Social Media “Gurus” they could turn out not to know anything about anything. Don’t believe the hype.
What do you think a social media team should look like? Let me know in the comments.