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As companies test and deploy social media marketing efforts, the organizational structures for effective social media teams
begin to evolve. On the client side, Public Relations often leads social media
but that doesn’t mean other functional areas of the business aren’t
involved as well, especially Marketing and Customer Service.
Being more social and by proxy, engaged in social media, is new territory for most organizations and hiring outside expertise is pretty
common. There’s a challenge in vendor or consultant selection, because
so many consultants and agencies have added “social media expert”
to their repertoire without necessarily having that expertise. The
whole “social media user is not a social media expert” topic is
something I’ll talk about in another blog post.
What skills should an agency have? A consultant? An in-house leader of Social Media or community manager? The answer to these questions
will be slightly different for each organization, especially according
to its purpose(s) for social engagement. Most companies that have full
time staff dedicated to Social Media, are slim. However, as
organizations mature, they tend to evolve appreciation for the outcomes
of being more social for customer service, marketing, recruiting,
advertising and PR purposes. That means allocating budget for more
staff, software and any other resources.
The challenge most companies run into when they start is:
In the cases I’ve seen, social media is a shared responsibility across departments, often led by Public Relations or Marketing. The
first hire is often a Community Manager, which is a position we
recommend as soon as possible.
For an agency, there’s usually an Account Manager or Executive that serves to liaise with the client contact. Sometimes Account Mangers are
responsible for developing strategy, but most often they’re more of a
Project Manager. Social media marketing functions can be distributed
between social media content groups that perform a variety of functions
For companies that are looking for agency help with social media marketing, I think it’s essential to understand what goes into a
succcessful social media marketing program and the staff that the agency
should have at the various stages of the company’s social media maturity.
Having a few socially active and recognized individuals does not make a
successful social media consultancy. There are many more skills and
efforts that go into a great program involving the types of skills I’ve
My questions for you, whether you’re a company that has been involved with the social web as a marketing function or an agency are:
Please take a stab at any of these questions in the comments or feel free to visit our Facebook Page to discuss.
Original Post: www.toprankblog.com/2010/11/social-media-marketing-team