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Structuring Social Media Teams for Your Business

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Structuring social media teams can range from employing a single person to organizing a battery of community managers or outsourcing to an external specialized agency.

Structuring social media teams can range from employing a single person to organizing a battery of community managers or outsourcing to an external specialized agency.

Published in: Education, Business, Technology

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  • 1. Social Media MarketingEssential Guide for Businesses
    Structuring Social MediaListening Teams
    www.sysomos.com
  • 2. Five Types of Social Media Teams
    There are 5 major ways of organizing Social Media listening teams in a company:
    The Community Manager
    The External Agency
    Social Media Call Center
    Social Media Switchboard
    Social Media Department
  • 3. Team Duties: Listening and Replying
    Listening
    Real-time monitoring of online mentions of the brand and company names and other relevant topics
    Managing
    Determining social media conversations that require a reply
    Replying
    Sending out tweets and commenting on blogs, forums, and social networks
    Usually responding to
    Negative comments and complaints
    Sales inquiries
    Inquiries related to product and other company information
    Participation in discussion relevant to the industry
  • 4. Listening Team Structure
    In this deck, we present different team structures for listening only
    There may be separate teams for in-depth analysis of social media conversations as part of Consumer Insights, Market Research and Product Development groups
  • 5. The Community Manager
    1
    The simplest way of structuring a social media team is to have a single person responsible for monitoring all social media content across the entire organization.
    A Community Manager's responsibilities include:
    • Listening to all social media conversations and determining mentions that require a response
    • 6. Being the company's online voice by responding on the company's behalf on various social media channels such as in Blogs, Facebook or Twitter.
    • 7. Reporting weekly and monthly on the organization’s social media activity.
    • 8. Development of social media campaigns
  • The External Agency
    2
    Typically under the outsourcing structure, an Agency is responsible for all of an organization's monitoring, engaging and reporting with regards to social media. This may occur because a single community manger could not effectively handle the volume of social media mentions or the organization may not wish to handle this internally.
    Using this approach allows companies to leverage their specialized knowledge of the agencies with access to a bigger group of domain experts.
    A potential drawback is this agreement can come at a higher monetary costs. There is an element of control lost for the organization, potentially leading to a disconnect between internal response teams and external agency team.
    Organization
    The External Agency
  • 9. Social Media Call Center
    3
    This listening team is structured exactly like a inbound customer support call center. The team’s responsibilities include:
    Sorting relevant content from irrelevant content.
    Ensuring social media mentions are effectively categorized.
    Determining which mentions require a response and the appropriate one for that particular situation
    If a team member comes across a mention from a high authority user or one that may be viewed as sensitive then the mention is then passed onto the PR Team
    Social media conversations
    Social Media Monitoring Platform
    Listening Team
    Team responds to customer’s comments.
    PR department responds to high authority customers.
    PR Department
  • 10. Social Media Switchboard
    4
    The switchboard model works by analyzing incoming mentions from a SMM platform, checking for relevancy and then directing the mentions to the appropriate department within the organization.
    Once the mentions have reached the appropriate department they will be responsible for deciding which mentions warrant engagement. Each department will also be responsible for developing rapport with regards to social media activity
    Depending on the size of the organization, either a single individual or a team will be solely responsible for routing social media mentions to the appropriate department.
    Social media conversations
    Social Media Monitoring Platform
    Listening Team Switchboard
    Marketing, PR, Product Development, Stakeholders
  • 11. Social Media Department
    5
    The hierarchal structure works best when an organization has large multiple brands. Each brand will have either a individual or team of community managers who will then report to an executive community manager who will oversee all social media monitoring and engagement related activities.
    Social media conversations
    A Community Manager's responsibilities include but are not limited to:
    • Listening to all social media conversations which includes sorting through any irrelevant content.
    • 12. Determining which mentions require a response
    • 13. Maintaining the brand’s online presence by responding on the company's behalf in various social media spaces such as in blogs or Twitter. They may also be responsible for generating social media content for their respective brand.
    • 14. Reporting, weekly, monthly on brand’s social media activity.
    • 15. Development of social media campaigns
    Social Media Monitoring Platform
    Social Media Department
    Brand Teams
    CommunityManager
  • 16. Contact Us
    10