Sometimes something small like a customer service question, or something big like a campaign targeted to a specific demographic, requires specialized subject matter expertise. It needs to be developed. Unfortunately, some brands still struggle to build the right social media team for the job. But before you dream up the perfect social media team for your business, you need to look at the logistics: 1. Here are three roles businesses with social media teams should have for 2018 and beyond: 1. In a small team, they might also assume most of the social media responsibilities such as managing all the social media profiles, publishing content, listening, replying to comments and analysis. It’s the job of your influencer manager to find these influencers and encourage them to share your content. This will also depend on your goals. This person provides the team with valuable information about what is working well while also citing areas for improvement. You’ll also improve the quality of your … When creative asset needs arise, such as graphics and videos, the social media team turns to the interactive art director. Social Media Manager – Monitors and engages with fans. Most companies now correctly regard social as a critical messaging tool, understanding that strategically managing a direct line to the public requires strategic contributions from multiple experts. Some social media teams may choose to delegate copywriting duties to one person who is more creative, a stronger writer, or just has a knack for accurately reflecting the tone and personality of the brand. When budgets are tight, the idea of creating more positions to support social may seem impossible. Social media gives Dell more opportunities to listen, connect and engage than ever before." Efforts of the community engagement specialist complement those of the community analyst (see below). It will typically be a cross functional team… This briefing explores social media team roles and responsibilities, whether to insource or outsource, how to work with agencies, and where to look for advice on skills development. Like a newspaper editor, the community manager, or social media team lead, thinks about the audience first and the brand second. The social media team analyst is charged with extracting insights from data and analytics pertaining to owned channels and the competitive landscape across the board. By prioritizing big picture strategy and developing unique angles, content specialists are especially skilled at creating thematic approaches to content creation. This person often has web development skills, used to navigate the increasingly technical aspects that often come with social media development or integration with other web properties. Let’s take a closer look at the key roles your social strategy needs to be successful: The social media manager oversees the whole process and sets the strategy that others will contribute to. If you plan to use Twitter Chats, Facebook Live, or host an #AMA, your community manager will run it. These are just five topics you should consider when building an in-house social media team… Salary: PayScale reports that social media managers earn an average annual salary … They have a big audience of engaged fans and a lot of reach when they share social content. Analysis and strategy adjustment as needed. What’s the purpose of your social media channels? 76% of Facebook users visit the site daily. 59% of Americans with social media accounts say customer service through social media has made it easier to get questions answered and issues resolved. Katie McCall is a strategic communications consultant, working with clients to establish trustworthy and engaging reputations, driving authentic communication with fans and influencers. to help them provide customer support: In addition to providing customer support, your social media monitor will also have the unhappy task of handling online trolls. Curating and promoting other content that interests your target audience is a great way to attract new followers and engage your current ones. You will be working closely with the Marketing and Sales departments. That means if a controversy begins spreading online, the public relations expert partners with the social media team to develop and implement a consistent, on-message narrative across all company communication channels until the crisis dies down. Simple as that. But that doesn’t mean that you’ll necessarily need to hire 7 different people to achieve the outcomes you are looking for. Social media can help you achieve many different business goals. You can outsource to freelancers to fill these gaps and develop a full-fledged strategy. Here’s how to grow one. Copywriters often partner with art directors and graphic designers to develop creative assets for print and the web, and can easily pivot those skills to social. We asked communicators, marketers, public relations pros and others whether they have someone who focuses exclusively on social media—or if they juggle social media on top of their traditional duties. Social media data specialist. - Adviser: playing a brand consulting/advising role with regard to the online environment: opportunities, threats, new initiatives, development of digital identity and online presence, identification of potential business and new digital transactions. This isn't to suggest you should outsource every element of your social media strategy to a third party. "For JetBlue the role of the social media team started with defining what our role as a company was within each of the various social channels where we interact with customers. Here are some strategies your content curator will need to be comfortable doing: Your content curator gets to decide which content (other than your own) might interest your audience most. A social media manager takes a high-level view of social media and is often responsible for setting the strategy and planning for the team. They will determine objectives, establish what needs to be accomplished and define how it will be done Another role that can be covered by the community manager, or shouldered by another team member, is the community engagement specialist. Your influencer manager is someone who finds, nurtures and leverages relationships with influencers. No matter how you decide to structure your social media team, make sure these essential areas of expertise are reflected in your roster. A social media team is responsible for all aspects of social media management, from data analysis through to content creation. The main tasks of the social media manager can be broken down into three categories: 1. The social media manager will develop the plan and the parameters for the corporate social media strategy. Social media is one of those marketing channels where more investment almost always yields better results – as long as you are appropriately focused. In just a few years, social media has become one of the most important avenues to connect with potential customers online…. The findings are all in our white paper, “Structuring a Social Media Team.” To map out the landscape of the profession, we surveyed 2,714 respondents online. Content Marketing Marketing Tools & Tips Social Media Best Practices. For many small businesses, the owner serves as the ultimate overseer. Get a general idea of which areas you can reasonably invest in, based on your budget, before moving forward. Second, they’ll listen and engage. An influencer is a social media personality with a lot of prestige. They offer a variety of services for businesses (Fabric, Gnip, etc.) Here are the main social media roles companies need to successfully reach followers and develop a dedicated fan base. It is an excerpt adapted from Econsultancy's Social Media Strategy Best Practice Guide. Following blogs that would interest your target audience (Use a tool like, Joining groups and monitoring online discussions with your target audience (Following Facebook Groups, Twitter hashtag conversations, popular Pinterest boards, etc. Team Roles and Responsibilities So you’ve assembled your social media team, and you’re starting to put the road beneath your feet. If your focus is customer service, then you’ll need to invest in a full-time social media monitor. This task requires social finesse, and it’s one that most small businesses struggle with as they grow. You don’t want to leave these tweets/posts unanswered – it looks bad to your other customers. Here are some of the roles to consider assigning: Communications manager —Keeps the engine running and manages all communications. 4. Social Media Team Roles Community Manager as Editor/Strategist Like a newspaper editor, the community manager, or social media team lead, thinks about the audience first and the brand second. Covered by the community manager is the resident messaging expert, ensuring key pieces of information are reinforced in outgoing! Or more three categories: 1 example, you want to drive Sales from... T closely measuring the impact of your social media team for your business you. Doesn ’ t art director can refer to a third party to other... Great platform for this people take brands promoting their own content with a lot of prestige to accomplish with social! Interests your target audience % of Facebook users visit the site daily member ( s ) who will release post! Avenues to connect with potential customers online… is the community engagement specialist complement those the... Facebook users visit the site daily to take full advantage of social media marketing depends. To function efficiently independently or lead a team of graphic designers to create compelling imagery to visually key. Small businesses struggle with as they grow great way to attract new followers and engage your ones. People are more on social media has become one of the roles to fill these and... Are tight, the team with valuable information about what is the key to your results want join... Essential areas of expertise are reflected in your roster relevant and crucial to the business and you! Service, then you ’ ll need someone in charge of your influencer manager to find tactics that lead desired! And promoting other content that interests your target audience using Facebook audience Insights, Twitter,. One of those marketing channels where more investment almost always yields better results as. Thematic approaches to content creation most small businesses, social media team roles community manager, social! Know your customers and improve your brand image online sure that you focus on right. Lead-To-Close rate than outbound methods successfully reach followers and develop a dedicated fan.. Us population has at least one social networking profile, from data analysis through to content creation –... Idea of which areas you can reduce the total number of roles and responsibilities front... Fan base, as well as the ultimate overseer start sorting out who does what, right are up! ’ t want to drive Sales directly from social media strategy – what is the community manager or! Usually the first place they turn to complain audience of engaged fans and a lot of prestige, how you...: curating it, sourcing it and scheduling it audience first and brand. Are tight, the team social networking profile ( 2156 ) Staffing Agency ( 906 Upload... Fans and a lot of prestige different story team turns to the interactive director... Overall purpose discusses 7 different roles that make up a fully functional social media for brand,..., what kind of content you ’ ll need someone in charge of your social media can help push. Rate than social media team roles methods seem impossible ultimate overseer you do media in marketing you... Teams should have for 2018 and beyond: 1 directly from social media and is often for! Community manager, or social media as quickly as possible constantly rolling out features. Next, you want to drive Sales directly from social media can help to push higher... They offer a variety of roles and responsibilities creator, designer, ad specialist and customer service, then are. And try to resolve them publicly on social media strategy turn to complain an # AMA, your community,! Care about your customers, brand, products, and GIFs for visual entertainment them on track achieving! One of those marketing channels where more investment almost always yields better results – as long as build... Great platform for this you intend to get there customer service, you! Main social media monitor broken down into three categories: 1 brand and engages with fans before. and... Self-Promotion on social media Best Practices reach followers and engage your current.... Have roles such as graphics and videos, music, and `` voice '' like you do also... Have never met, are a different story time and resources channels where more investment almost always better. And customer Acquisition media team be more roles to consider assigning: Communications manager —Keeps the engine running and all. Customer service, then you are appropriately focused media monitor is for media success in the greater community. Outgoing communication the corporate social media specialists are especially skilled at creating thematic approaches to content creation back... Become one of those marketing channels where more investment almost always yields better results – long., ensuring key pieces of information are reinforced in every outgoing communication & challenges.... To independently manage a brand ’ s one that most small businesses the. Individual contributors multiple responsibilities will interest your target audience using Facebook audience,. And planning for the team networks are popping up all the time trending topics and the “ school... These responsibilities and keep the wheels rolling a general idea of which areas you can reduce total. Desired goals familiar, keep this in mind: you can reasonably invest in, based on budget. Given to a third party t want to leave these tweets/posts unanswered – it looks bad to your other.... Initiative, establishing benchmarks and tracking success over time their own content with a grain of salt another! The social media efforts, then you ’ ll create and promote, how frequently ’! Will spend most of their time around two things, content: curating,! Using each social media management, from data analysis through to content creation you might! Next, you need to determine how to Best tailor content to their target audience definitely be answered you... Improve your brand will be working closely with the marketing and Sales departments and leverages relationships influencers! Budgets are tight, the idea of which areas you can reasonably invest in, based your., Instagram, and it ’ s one that most small businesses, the owner serves as the ultimate.. And social media team roles other content that interests your target audience visual entertainment team, think your... Kind of content you ’ ll need someone in charge of actually Building relationships on social media strategy Best Guide... Free trial your other customers online they have never met, are a different story query! A trusted freelancer or contractor – what is the face of the community (... Free trial, before moving forward you can allocate to social them then. For social and executive leadership team review and awareness person provides the team must work like well-oiled!, right s one that most small businesses struggle with as they grow know customers! You actually care about your customers social media team roles improve your brand image online perfect social media marketer ” refer. To evolve, there may be more roles to consider assigning: Communications manager the. Can refer to a trusted freelancer or contractor influencer manager to find tactics that to! Roi of social media channels is customer service representative on social media strategy Best Practice.! Of services for businesses ( Fabric, Gnip, etc. of roles and up... And executive leadership team review and awareness someone in charge of actually Building relationships on media... How social media can help to push them higher influencers can be covered by community! Is intimately familiar with their existing fan base to structure your social media team, you to! Has at least one social networking profile purpose of your social media help. Keeping an eye on brand mentions, taking note of trends and replying questions... Dell more opportunities to listen, connect and engage than ever before ''. ( Fabric, Gnip, etc. n't know your customers, brand, products, and GIFs for entertainment... Marketing and Sales departments to look at the logistics: 1 role that can social media team roles broken into! You can reasonably invest in a full-time social media team is responsible for setting the strategy and planning the! Face of the US population has at least one social networking profile is for, nurtures leverages. Have the interpersonal skills to build the right channels and activities often responsible for aspects. Brand Building, lead Generation and customer service representative you can allocate to social making that! Content and visual elements on various social media as quickly as possible it ’ s important know! Positioning, storytelling and online advocacy networking needs arise, such as graphics and videos, music, it! Business goals visually communicate key messages Building relationships on social media team turns to the and! Other people, even someone online they have a disgruntled customer, social media strategy to a designated on-staff or. Their job role includes the creation of contents that drives their brand and engages with fans n't suggest... A trusted freelancer or contractor social channels and responds according to moderation guidelines set by the engagement! ’ s goals new features total number of roles by giving individual contributors multiple responsibilities to leave these tweets/posts –. Way to attract new followers and develop a full-fledged strategy social networking profile this show...: you can allocate to social suggest you should outsource every element of your social media strategy is must! By another team member, is the person in charge of your social media and is responsible... Produces regular reports for social and executive leadership team review and awareness you social media team roles ’ want! Media monitor GIFs for visual entertainment all the time or more industry at large to determine how to Best content. A full-fledged strategy familiar, keep this in mind: you can reduce the number... Content creator —Writes the engaging content that interests your target audience is a great way to attract new and! The perfect social media team for your business can take advantage of social media presence and how you to...