How to Effectively Manage Social Media Initiatives
in a Business Environment
3. Why is it
important
AGENDA
2. Social media
management
roles
1. What is
social media
management
4. Day-to-Day
Responsibi...
WHAT IS SOCIAL MEDIA MANAGEMENT
• Making decisions regarding social media programs
• Providing leadership
• Defining the r...
WHAT IS SOCIAL MEDIA MANAGEMENT
Social media management is not an
automated process by which your
social channels are magi...
WHAT IS SOCIAL MEDIA MANAGEMENT
TOOLS VS. MANAGEMENT
WHAT IS SOCIAL MEDIA MANAGEMENT
Software Strategists
SOCIAL MEDIA MANAGEMENT ROLES
Social media job posts have increased
on LinkedIn by 1300% since 2010.
(LinkedIn, OfferPop)
SOCIAL MEDIA MANAGEMENT ROLES
Social Media
Manager
Social Media
Marketer
Social Media
Coordinator
Social Media
Specialist
...
SOCIAL MEDIA MANAGEMENT ROLES
42% of social media jobs are
senior positions, rather than
entry level.
(LinkedIn)
SOCIAL MEDIA MANAGEMENT ROLES
• Digital or marketing background
• Ability to be flexible
• Multi-disciplinary
• Ability to...
WHY IS IT IMPORTANT
• Customers’ power and influence
over business
• Collaborative nature of customer-
company relationshi...
RESPONSIBILITIES
1) Solidify the investment
2) Establish a team
3) Establish protocols
4) Develop and implement strategy
5...
SOLIDIFY THE INVESTMENT
• Identify needs
• Allocate budget
• Allocate staff
• Adjust accordingly
ESTABLISH A TEAM
IDENTIFY NEEDS
DELEGATE
RESPONSIBILITIES
INTERNALLY
HIRE AN AGENCYHIRE A CONTRACTOR
ESTABLISH PROTOCOLS
• Define scope and objectives
• Be clear about compliance
• Be clear about approval
• Protect propriet...
DEVELOP AND IMPLEMENT STRATEGY
• Establish social media goals
• “Whole picture” approach
• Identify appropriate
platforms
...
DEVELOP A CONTENT FORMULA
• Perform research
• Develop an editorial calendar
• Determine how and when content
will be post...
DEVELOP SYSTEMS FOR MEASUREMENT
• Reach
• Engagement
• Acquisition
• Conversion
• Influence
IDENTIFY USEFUL TOOLS
• Hootsuite
• Buffer
• TweetDeck
• Social Mention
• Tweet Reach
EVOLVING WITH THE SOCIAL LANDSCAPE
• Evolve with social media
• Champion embracing “what’s
new” and innovative
• Ensure st...
ENCOURAGING BUY-IN
• Get the C-Suite on board
• Demonstrate potential and
successes
• Encourage and acknowledge
teamwork
TRAINING
• Ensure that social media staff are
knowledgeable of current social media
strategies and best practices
• Ensure...
QUESTIONS
Send a Tweet to @SMMagic
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Social Media Management 101 [Mini Course] SMMU.com

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In this crash course we give you a step-by-step walkthrough on how to effectively manage Social Media initiatives in a business environment.

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Social Media Management 101 [Mini Course] SMMU.com

  1. 1. How to Effectively Manage Social Media Initiatives in a Business Environment
  2. 2. 3. Why is it important AGENDA 2. Social media management roles 1. What is social media management 4. Day-to-Day Responsibilities
  3. 3. WHAT IS SOCIAL MEDIA MANAGEMENT • Making decisions regarding social media programs • Providing leadership • Defining the roadmap for internal and external teams • Governing • Influencing spending • Providing training and support • “Evangelizing” • Integrating with other departments
  4. 4. WHAT IS SOCIAL MEDIA MANAGEMENT Social media management is not an automated process by which your social channels are magically optimized for successful outcomes.
  5. 5. WHAT IS SOCIAL MEDIA MANAGEMENT TOOLS VS. MANAGEMENT
  6. 6. WHAT IS SOCIAL MEDIA MANAGEMENT Software Strategists
  7. 7. SOCIAL MEDIA MANAGEMENT ROLES Social media job posts have increased on LinkedIn by 1300% since 2010. (LinkedIn, OfferPop)
  8. 8. SOCIAL MEDIA MANAGEMENT ROLES Social Media Manager Social Media Marketer Social Media Coordinator Social Media Specialist Social Media Consultant
  9. 9. SOCIAL MEDIA MANAGEMENT ROLES 42% of social media jobs are senior positions, rather than entry level. (LinkedIn)
  10. 10. SOCIAL MEDIA MANAGEMENT ROLES • Digital or marketing background • Ability to be flexible • Multi-disciplinary • Ability to rally stakeholders across an organization • Ability to lead cross-departmental initiatives • Has a customer-centric vision • Have a strong personal social media presence
  11. 11. WHY IS IT IMPORTANT • Customers’ power and influence over business • Collaborative nature of customer- company relationships • Evolution of customer service delivery • The expectation of enhanced customer experiences • Impact on all business functions including R&D, HR and IT
  12. 12. RESPONSIBILITIES 1) Solidify the investment 2) Establish a team 3) Establish protocols 4) Develop and implement strategy 5) Develop content formulas 6) Develop systems for measurement 7) Identify appropriate tools 8) Evolve 9) Encourage buy-in 10) Train
  13. 13. SOLIDIFY THE INVESTMENT • Identify needs • Allocate budget • Allocate staff • Adjust accordingly
  14. 14. ESTABLISH A TEAM IDENTIFY NEEDS DELEGATE RESPONSIBILITIES INTERNALLY HIRE AN AGENCYHIRE A CONTRACTOR
  15. 15. ESTABLISH PROTOCOLS • Define scope and objectives • Be clear about compliance • Be clear about approval • Protect proprietary information • Have guidelines for all scenarios • Limit liability
  16. 16. DEVELOP AND IMPLEMENT STRATEGY • Establish social media goals • “Whole picture” approach • Identify appropriate platforms • Outline and implement appropriate tactics • Scalable / Deployable
  17. 17. DEVELOP A CONTENT FORMULA • Perform research • Develop an editorial calendar • Determine how and when content will be posted • Evaluate
  18. 18. DEVELOP SYSTEMS FOR MEASUREMENT • Reach • Engagement • Acquisition • Conversion • Influence
  19. 19. IDENTIFY USEFUL TOOLS • Hootsuite • Buffer • TweetDeck • Social Mention • Tweet Reach
  20. 20. EVOLVING WITH THE SOCIAL LANDSCAPE • Evolve with social media • Champion embracing “what’s new” and innovative • Ensure strategies don’t become stale and stagnant
  21. 21. ENCOURAGING BUY-IN • Get the C-Suite on board • Demonstrate potential and successes • Encourage and acknowledge teamwork
  22. 22. TRAINING • Ensure that social media staff are knowledgeable of current social media strategies and best practices • Ensure that staff are well familiar with all management tools used in-house • Help staff stay abreast of new and emerging platforms • Offer incentives for leadership in this area
  23. 23. QUESTIONS Send a Tweet to @SMMagic
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