6 Steps to Building and Managing a Successful Social Marketing Team

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  • 7/29/2019 6 Steps to Building and Managing a Successful Social Marketing Team

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    6 Steps to Building and Managing

    A Successful Social MediaMarkeng Team

    Social Media Markeng

    6 Steps to Building and Managing ASuccessful Social Media Markeng Team

    from Awareness, Inc | Creators of the Social Markeng Hub

  • 7/29/2019 6 Steps to Building and Managing a Successful Social Marketing Team

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    6 Steps to Building and Managing a Successful Social Media Markeng Team

    www.awarenessnetworks.com

    6 Steps to Building and Managing a Successful Social Media Markeng Team

    So youve decided its me to get serious about social media, and youre excited to begin building a strategy and a social

    media team. Whether your team is diving in for the rst me, or restructuring an exisng strategy so that it becomes more

    eecve, you should aim to answer the following quesons for your team.

    1. Why are we engaging in social media?

    2. Who should be part of our social media team?

    3. Where should our team focus our eorts in social media?

    4. What social media content should we monitor and create?

    5. How should our team produce content?

    6. When and how oen should we produce content?

    This whitepaper aims to help markeng decision makers develop a strategy as it relates to team workow. It also includes

    ps for maintaining and evaluang your strategy.

    1. Why are we engaging in social media?

    The answer to this queson will drive your teams strategy and help you to idenfy the appropriate team members to

    execute it. Some goals might include:

    Increase brand awareness and buzz

    Increase sales numbers and leads

    Resolve customer service issues through social channels

    Gain followers and fans

    Communicate more eecvely with users about your brand

    Learn more about what users think of your brand

    Once you have a list of goals, you can begin to idenfy the best people to help you accomplish them. Be aware that this list

    may result in objecves that touch mulple departments and job funcons.

    Today, 22% of companies report they are just geng

    started in social media, 31% say theyve been doing this

    for a few years, and 43% have been doing social media for

    just a few months. The majority (86%) of companies say they do

    not plan to outsource their social media eorts. Two-thirds of

    them spend 6 to 15 hours per week managing social media.

    - Source: SocialMediaExaminer.com

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    6 Steps to Building and Managing a Successful Social Media Markeng Team

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    2. Who should join our social media team?

    Anyone, from the CEO to the intern, can potenally be involved in your social media strategy. However, there are three

    common places to recruit talent for a social media team:

    The markeng department: This is the obvious rst stop for social media. If your company has an in-

    house markeng sta, they should already be abreast of the latest social media trends, and be given the

    resources to execute sound strategies for engaging with consumers and creang quality content.

    The call center: If your company already has a team that handles customer complaints and quesons,they should connue to perform this duty, with addional social media training. They should also be

    encouraged to help the company develop new ways of serving customers using social media. Your call

    center team may also be movated to parcipate by the fact that social media that allows companies to

    post useful info and for customers to help each other solve their problemswhich actually decreases call

    center workload.

    An outside public relaons rm or agency: Companies big and small oen bring in addional help to gain

    experse and access to relaonships their company does not currently have.

    Once youve built your team, you should pick a team captain. Industry experts agree that most social media iniaves

    should have a single manager who acts as the gatekeeper for all social media communicaon, though he or she may have

    other dues within your company. He or she may manage mulple team members who execute your social media strategy.

    There may also be more than one team manager in each company: for example, one for each brand, industry or geographic

    locaon. The popular site Yelp.com uses this model to great eect, retaining a community manager in each city who

    monitors and responds to the ongoing conversaon around its brand, engages with users on message boards when

    appropriate, and promotes events using messaging and newsleer features, so that both the website and the real-me

    events it organizes are always buzzing with engaged users.

    Theres quite a few ways to measure return - butinvestment is just what you put in.

    - Mark Goodman, Editor-in-Chief, Go2 Media

    Dont leave it up to the intern! Nobodys too oldto learn social media skills. Its great when its

    collaborave inside and out.- Anne Holub, Web Communicaons Specialist, Chicago Metropolitan

    Agency for Planning

    In a recent poll of Fortune 500 companies, over 40% say

    increasing brand awareness is a top goal for their social media

    team. Increasing leads (15%) and driving an increase in sales

    (13.8%) come next. Only 7.2% say their main goal is to learn more

    about user behavior.

    - Source: Flowtown

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    3. Where should our team focus our eorts in social media?

    Youve likely heard the answer to this one before: its wherever your audience is already talking. This may be in more than one place:

    today, people spend their days having business-to-business conversaons on LinkedIn, planning their social schedules on Facebook

    and raving (or complaining) about their consumer products on Twier.

    So how can your team monitor this decentralized, world-wide conversaon as a team? You can split up the work in a few dierent

    ways:

    By industry: If your markeng team already specializes in covering a few dierent industries, they should monitor

    the inuenal blogs and Twier users in those elds.

    By brand: Companies with mulple brands should assign dedicated social media team members to those brands

    By competor: Companies should monitor specic competors and idenfy trends in how they are acng/reacng

    By social media network: If your team has a diverse range of ages or interests, some may be more familiar with

    one networking site than another. For example, some employees may unfamiliar with the convenons of LinkedIn

    or YouTube, but are already experts at using Facebook or Flickr. Save me and training resources by assigning tasks

    accordingly.

    Your teams goal should be to stay abreast of what users are saying about your brand, and to begin to look for ways to join the

    conversaon in a useful way. Social markeng soware can be useful in this regard, as it allows for keyword searching, comment

    tracking and other monitoring tasks across mulple plaorms.

    Once you begin listening carefully to the conversaon, ideas will likely naturally present themselves to your team members. The

    team leader should regularly solicit, collect and vet these ideas. Which brings us to our next queson.

    Never spread yourself thin. Find out which social

    networking sites make sense for your company or client,

    and then gure out the best way to integrate.- Jessica Frank, Digital and New Media Strategist, Antler Agency

    One of the most important things for any enty entering

    social media is to look at how their brand or category is

    being discussed already. Without a listening strategy, you

    cant contribute in a meaningful way or add value.

    - Richard Cherecwich, Account Execuve, WIT Strategy

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    4. What social media content should we monitor and create?

    Your team will need to brainstorm ideas that will help, entertain and engage your users, not just push new deals or products. Ideas

    for content may come from every corner of the company, from the CEO to the folks in the call center. Your teams task will be to

    discuss and decide which ideas suit your strategy.

    Quesons to ask when veng ideas

    Its unlikely that every great idea you have is possible for your team to execute. Your team should look at the following for each ideabefore beginning a project:

    Does this accomplish one of the primary goals we set in the beginning of this project?

    Do we possess the me, talent and money now to create and promote this content, without a hitch? (Or do we

    have the opon to hire outside help if needed?)

    Will it be possible to measure user response to this project in a way that proves ROI?

    Once you have a list of ideas that meet the above criteria, its me to discuss the nuts and bolts of content creaon.

    5. How should our team produce content?

    Your team must develop a workow process that allows your

    team to sck to its goals, create great content and measure the

    results of that content.

    Every companys workow will be dierent, but all successful

    workow processes will designate the person (or people)

    responsible for:

    Conceptualizing ideas

    Assigning content

    Creang content

    Eding content for accuracy and tone Approving content for publicaon

    Uploading and publishing content

    Ensuring content is being published as assigned

    Promong content across mulple channels

    Responding to user feedback on content

    If necessary, mediang conversaons between users on content

    Measuring user response to content

    Your team leader should play a vital role in all of the above, but it may not be realisc to expect him or her to do it all. It may work

    best to split up the task list by department, and charge the team leader with keeping each department informed of the otherseorts.

    Some examples of task distribuon might be:

    You charge your markeng team with monitoring brand-based conversaons and creang blog posts, which

    are approved by the COO, while you leave responding to customers up to the customer service team, and meet

    regularly with the team leader to discuss each departments progress

    You assign the content creaon to the creave department, charge the team leader with eding and posng all

    content, ask the engineering department to handle gathering metrics on user response, and share all informaon

    by email

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    You require that every member of the team log in to social media daily and generate a memo on their area of

    experse and possible content assignments, which will be circulated, assigned and approved by the team leader

    Of course, in some small companies, there may be one person doing all the work. Using a social media tracking program is very

    helpful in this regard; if youre an art-school grad being charged to deliver analycs from three dierent social media networks, smart

    soware beats a messy Excel sheet.

    What if weve never created content before?

    You may also have some inial issues to consider besides your task list. These might include:

    Establishing a company voice: The Wall Street Journaland Rolling Stone both report on polics, but they do so

    quite dierently. What does your team want to sound like? Once your collecve voice is established, how will your

    team leader maintain consistency between mulple writers? Discuss this with your team.

    Creang levels of permissions for dierent users and departments: If you are using sensive company

    informaon, it may be necessary to create dierent levels of permissions for your team. For example, your social

    media strategy may require the help of outside freelancers who should not see company data, or have the ability

    to respond to comments. Or you may use interns who should not have administrave abilies. Many social media

    soware programs allow for dierent user sengs to solve these issues.

    Establishing a company social media policy: Where does your social media strategy begin and end? How much

    social media use on company me is appropriate? Is your team familiar with the social media norms of each

    network and how they dier? Do they know whos responsible for responding to a comment, a queson directed

    at a top stakeholder or an irate customer? Aer all, as Rich Cherecwich of WIT Strategy notes, The last thing you

    want is for an employee to argue on behalf of your brand and have that scue make the news. Developing a

    policy for your team that addresses these issues is imperave.

    Discussing troubleshoong strategies for worst-case scenarios: This relates to the above. Many marketers fear

    social media because it is more dicult to predict and control than tradional media. How will your team handle

    worst case scenarios, such as customers who post negave or profane content on your site, security breaches,

    errors in your content, budget cuts or sudden turnover within your creave team? Make sure that your team knows

    the answers to these quesons before the rst post goes live.

    Balancing social media dues with other dues within the company: Unless you have a company with dedicatedsocial media sta, its likely that your employees have other things to do besides create social media content.

    Discussing the role it will play in their daily triage of tasks will help each employee to get the job done. This relates

    to our next queson, which is...

    Not all experienced [employees] will possess social media

    savvy even the most terric Tweeters and procient

    Facebookers among your sta will need to be trained on

    your corporate social media strategy. [Companies should] also

    review social media norms, and the specic culture and rules ofeach social media site in which agents will be interacng with

    customers.

    - Greg Levin, Internaonal Customer Management Instute

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    6. When and how oen should we produce content?

    Aer you have decided on a workow that distributes tasks

    appropriately among team members, you should aim to create a

    content calendar, with deadlines and tasks outlined for each project.

    Your teams overall goal should be to produce great content as oen

    as you can, with the resources you currently have. That said, the

    social media world is always changing. So resist the urge to cling to asix-month old strategy thats not working, or conversely, to abandon

    ship on a social media project that has not yet existed long enough to

    gather useful metrics on user response and ROI.

    Instead, aim for a middle ground, in which your team develops a social

    media strategy that has:

    Deadlines that will challenge your sta and keep content mely, without making unreasonable demands on their

    me or energy

    A workow that allows enough me to properly complete each step of the process

    Regular meengs to review upcoming projects and use...

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