26 Apr How to Build an All-Star Social Media Team
Social media is a crucial resource for businesses of all sizes looking to promote their brands online. Think of it this way: A website establishes that a brand exists, but social media pages establish that the brand is active. Before you start building your team, you need to think about how social media can be integrated into all areas of the business, and then you need to develop a social strategy that focuses on that integration.
Decide how your team can use social media to reach more potential clients and think through other parts of your business in light of social media in order to integrate your social media efforts with the rest of your business efforts. Based on the feedback and brainstorming, develop an integrative social media strategy that reaches beyond merely broadcasting your company’s marketing messages.
Define roles for team members
Your social media team needs to have clearly defined roles that enable them to enact your social strategy in the most effective way possible. Of course, teams will differ depending on how small or large your business is, but here’s one possible team structure:
Marketing Manager: Your social media team’s manager or leader should be someone focused on the big picture, someone who can measure the team’s overall results against the social media strategy, someone who can lead, who can handle interpersonal issues, and who’s a quick-witted problem solver. This person should delegate tasks to other members of the social media team.
Conversationalists: The conversationalists are the writers and the editors; they are also the community managers who reply to customer questions and comments in a timely manner. This member is in charge of writing compelling blog posts and understanding that each social media channel has a different culture and tone. They understand how to tweak content from one channel to another and how to encourage good content to go viral.
Content Engineers: These members are the creative types who actually make and help to post new content. They’re always hunting for amazing photographs, terrific quotes, and video footage. They’re designing infographics and promoting user-generated content. Working closely with the Conversationalists, they create content that tells a cohesive story about the brand.
Analysts: This member has a head for numbers and data; they’re less interested in what’s pretty than what improves the team’s return on investment. They measure the success of social media, according to the stated objectives and goals. They know how to use various tools to listen to social chatter about the brand and interpret the data in order to advise the team where to go next.
Even if you’re a small company with a small team, make sure that all of the areas above are getting covered. These roles don’t have to be separate, full-time job titles within your organization. But, if you want to build an active following on social media, it’s a good idea to dedicate at least one full-time employee to the role.
Social media marketing isn’t a responsibility that’s going to get any smaller. With audiences fragmenting more than they ever have before, the slice of your overall marketing strategy that is social media and content marketing will only grow, which means you need to get organized, systematic, and strategic about how you approach social media.
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