Social media teams come in all shapes and sizes – some companies use social media more than others and require more manpower to accomplish the team’s goals. Others are a bit more bootstrapped, sourcing grass-roots social media from the company’s existing employee base. Whether you’re looking to add to your current team or learn more about the qualities and skills that successful social media teams exhibit, the following positions can serve as a guide for the types of responsibilities and skills that will help your company promote its voice on social media.
Social Media Manager
This person is often the head of the social media department and works closely with the managers and directors from other departments within the organization to both share current social media projects and results, and act as liaison for the company’s social media requests and ideas. Responsibilities:
- Campaigns– The social media manager is often the “spokesperson” for the social media team, acting as the lead on social media campaigns, making sure the starting idea and methodology is strong and in line with the company’s social mission. The social media manager is also kept abreast of project status, makes budget-related decisions, and has ultimate say as to whether a campaign moves forward.
- Deliverables– The social media manager is also responsible for sharing reports and progress with the “higher-ups,” whether those are members of the company’s board or the organization’s c-suite.
- Social Media Policy– The social media manager also acts as liaison with human resources, the social media team and other members of the company to create a social media policy, which acts as a guidebook for proper social media communication and procedures. (Learn more about creating a social media policy here!)
- Compliance Rules– The social media manager is responsible for understanding and enforcing compliance rules (or other industry regulations) as required to keep the social media communications in line with regulatory standards.
Social Media Strategist
The social media strategist is, shockingly, a strategic thinker who helps keep the social media team on track, rather than posting precariously without direction. Responsibilities:
- Strategizing– The social media strategist is a person who works to develop social media strategies, i.e., best practices to achieve the social media team’s goals. He or she will also work with content producers on the team to help ensure the message fits in with the overall strategy, determine the best social media networks that will allow the team to accomplish its goals, and how to make the most of each viable network.
- Social Media Expert– The social media strategist needs to stay on top of industry trends and the latest networks, updates and changes, knowing when to incorporate them into the team’s overall activities and when to adjust current strategies to be most effective.
- Regular Check-Ins– The social media strategist must monitor social media team activity to ensure benchmarks are met, goals are achievable and on track, and social media team practices are in line with company and team strategy.
The social media community manager is the outward-facing member of your team who interacts the most with the social media community, and works to engage the company’s social media audience and foster excitement around the brand. Responsibilities:
- Management– The community manager manages the company’s social media channels on a daily basis.
- Monitoring– The community manager monitors social media channels for mentions, tags and comments.
- Gremlin Social Tip: The Gremlin Social dashboard allows you to create panels and pages to monitor your various interactions from mentions, replies and private messages to searches you’re monitoring on various topics, hashtags and social media profiles.
- Customer Service: The community manager responds to questions, complaints, compliments, etc. in a timely fashion and maintains the company voice when responding to customers.
- Policy Wonk: The community manager adheres to the social media policy to ensure conversations online meet with compliance rules and company standards.
Content Contributor/Content Manager
The content-driven members of your team provide the messaging you’re sharing with your networks, whether that’s social post copy, blog posts, video scripts or imagery. Responsibilities:
- Content Creation– The content contributor/content manager works with the social media team to create content that meets team and company goals.
- Editor– The content contributor/content manager edits social media content to ensure proper grammar, and that messaging and voice are in line with company standards. In addition, he or she works hand-in-hand with other departments to ensure messaging is consistent across all channels, including those beyond social media.
- Storyteller– The content contributor/content manager conveys the company’s story in compelling, unique and targeted ways to pique customer interest, understanding and engagement.
Social Media Intern
A social media intern can, in many ways, act as a catchall for the social media team (if you are lucky enough to have one). In some cases, the social media intern may end up managing the majority of your social media activities. If this is the case, be very careful to make sure the intern understands the company’s voice, and knows who to reach out to with questions so he or she feels supported. Depending on how large and advanced your social media team is, your intern can have quite a range of responsibilities – from assisting the social media team in various aspects (content, community management, and reporting, to name a few) to acting as one of the aforementioned positions in full for the duration of the internship. An intern’s most important responsibilities during his or her tenure with your company is to understand and exhibit the company voice in all social media communications and abide by the social media policy. If you’re worried about giving too much responsibility to a temporary (and likely relatively young) employee, there are precautions you can take to protect your company’s social media accounts. Use a social media management system that offers an approval process (like Gremlin Social Guardian) to ensure that another set of eyes sees every post before it goes live to your company’s accounts. You’ll also be able to protect your password, as you can allow access to each social network account without ever giving another team member the official account password.
Creating a social media dream team takes time. Cultivating trust, building rapport and defining your goals and methodologies don’t happen overnight. It also takes time to ease other company members into the benefits and practices of social media. No matter which positions comprise your team, make sure your group is not siloed from the rest of the company. To be successful, a social media team needs to work hand-in-hand with marketing, sales and public relations to keep messaging consistent and goals in line with those of the company. Focus on educating your coworkers, grooming your current social media employees, and recruiting future team members to make your social media team a dream come true!
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