How to Build a Social Media Team


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This is a partial selection of slides I used to present the topic of How to Build a Social Media Team for the New Media Conference held in Frederick, Maryland on February 24, 2011 (#FredNMT3). A recap of the session can be found on my blog here: If you'd like me to present this topic at your event, please contact me at

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  • Conversations have amplified Various aspects of social media monitoring / participation should not be tackled solo anymore; teams are needed Today, Social media is much bigger than customer service or marketing
  • How to Build a Social Media Team

    1. 1. This session focuses on how organizations can approach constructing a collaborative social media team that will work together to listen to their online communities, gather key intelligence for customer service, product development and competitive analysis purposes and engage with customers, prospects and interested third parties. Session presented by social media technologist & digital marketing strategist Mayra Ruiz-McPherson Founder, Ruiz McPherson Communications New Media Conference @ Frederick, Maryland February 24, 2011 | hosted by Frederick Chamber of Commerce
    2. 3. <ul><li>… employers seeking to fill open social media jobs and who want a better understanding of of the social media career track </li></ul><ul><li>… job seekers wanting to learn what it really takes to fill a social media position, how to market relevant experience and what skill sets and experience to highlight most </li></ul>
    3. 5. © SocialCast 2011
    4. 6. So what’s in a position title? Accelerated Value, Social Media & Cloud Computing Internship Communications and Social Media Specialist Consumer Social Media Manager Content & Social Media Strategist Copywriter & Social Media Specialist Customer Advocacy Rep, Social Media Denver-based social media alchemist Digital / Social Media Director Director of Digital Content and Social Media Director of Digital Promotion and Online Marketing Director of Social Media Director, Community and Social Media Director, Digital and Social Media Director, Social Media & Digital Content Manager of Social Media Manager, Social Media Platforms Online Marketing Specialist Online PR Associate PR/Social Media Intern Product Manager, Social Media Project Manager - Social Media & Marketing Project-Social Media Coordinator Senior Manager, Global Social Media Operations SEO/Social Media Expert Social Media & Communications Manager Social Media & Community Strategist - INTERNSHIP Social Media & Internet Specialist Social Media & Marketing Assistant Social Media and Online Specialist Social Media Analyst Social Media Assistant Social Media Associate Social Media Channel Manager Social Media Community Manager Social Media Consultant Social Media Coordinator Social Media Director Social Media Expert Social Media Intern Social Media Lead Social Media Manager Social Media Marketer Social Media Marketing Manager Social Media Projects Intern Social Media Sales Consultant Social Media Specialist Social Media Specialist & Blogger Social Media Strategist Social Media Strategy Intern Social Media Supervisor Social Media/Community Manager Social Media/Copywriter Specialist Senior Social Media Manager Supervisor, ePR and Social Media VP Services - Social Media Web Optimization & Social Media Manager
    5. 7. Job Descriptions “ must be able to lift 20 pounds”
    6. 8. Position Description Sample <ul><li>Supports ideation and development of traditional / social media campaigns. </li></ul><ul><li>Collaborates with Marketing Communications, Portfolio Marketing and Agency teams to provide on-strategy creative programs combining traditional and social media consumer outreach. </li></ul><ul><li>Shapes PR programming in the most newsworthy and socially engaging way. </li></ul><ul><li>Works with PR & Social Media agencies in developing and executing plans that are on-strategy and on-budget. </li></ul><ul><li>Handles all media related activities. </li></ul><ul><li>Develops timely and newsworthy brand and product stories, relevant editor / producer pitches and social media postings that are consistent with the Crayola brand voice. </li></ul><ul><li>Leverages and builds relationships with key national, regional and local media outlets, industry influencers and bloggers. </li></ul><ul><li>Develops, maintains and executes against PR and Social Media editorial calendars to promote brand initiatives and seasonal product priorities. </li></ul><ul><li>Ensures timely response to media requests and distribution of press material to meet media lead times and internal deadlines. </li></ul><ul><li>Writes targeted press materials and social media posts that communicate Crayola’s brand identity and product line positioning and key attributes. </li></ul><ul><li>Maintain relevant, engaging content through all social media channels. </li></ul><ul><li>Manages the production of PR support materials -- press kits, photography, video, social media press releases </li></ul><ul><li>Works with agencies to plan and execute press events. </li></ul><ul><li>Maintains current media lists and Crayola on-line media center. </li></ul><ul><li>Plans and meets with key media outlets, toy influencers and bloggers to present seasonal product priorities either in-person visits or via media events. </li></ul><ul><li>Manages toy test process. Works with Platform Teams to strategize and identify key products to submit into holiday toy testing . </li></ul><ul><li>Writes talking points and Q&A for internal and external spokespersons speaking on behalf of the brand. </li></ul><ul><li>Serves as company spokesperson. </li></ul><ul><li>Manages social media platforms and executes plans to create a highly-engaged and evangelistic Crayola on-line community. </li></ul><ul><li>Continually evolves social media activation by keeping Crayola on the forefront of applying new technologies. </li></ul><ul><li>Manage the development of web assets, content and other marketing materials in support of social media initiatives. </li></ul><ul><li>Manages creative process to develop tools to support social media initiatives (i.e., landing pages for social media contests and applications). </li></ul><ul><li>Facilitates integration of our social media efforts with key internal and external stakeholders (e.g. Activation disciplines, Consumer Affairs,, The Crayola Factory, Retailers, Partners, Licensees) to build scale and efficiency </li></ul><ul><li>Communicates publicity placement results and social media analytics to Marketing, Sales and other key internal stakeholders. </li></ul><ul><li>Develops PowerPoint Presentations for various business needs. </li></ul><ul><li>Creates strategic content and cadence of social media messaging that engages and motivates consumers. </li></ul><ul><li>Determines the best steps to ensure that Crayola leverages media opportunities to their fullest </li></ul>PR & SOCIAL MEDIA SPECIALIST FOR CRAYOLA
    7. 9. Position Qualifications Sample <ul><li>Passion for using social media channels as a means to communicate with online audiences and deep understanding of what motivates people to engage with brands through various social media platforms </li></ul><ul><li>Must have solid experience actually managing and executing consumer social media campaigns </li></ul><ul><li>Proven digital experience launching and growing social networking initiatives across online and mobile </li></ul><ul><li>Creative and proactive communication skills to move new ideas and enhance company strategic goals   </li></ul><ul><li>The right candidate will be comfortable in the Web 2.0 environment, including SEO, SMO, user-generated content, online newswires, social bookmarking and networking sites blogs, micro blogs, forums, video sharing, pod casting, and email distribution </li></ul><ul><li>Movable Type (MT) proficiency a must </li></ul><ul><li>Excellent written communication and grammar skills </li></ul><ul><li>Bachelor's Degree Required </li></ul>SOCIAL MEDIA/ONLINE COMMUNICATIONS SPECIALIST If you're recognized for helping shape world-class social media campaigns that have increased market space penetration, then our client wants you on their team. As the Social Media Manager, you’ll be in charge of creating more high-touch customer experiences that drive community, commerce, and brand advocacy across multiple social media platforms. Qualifications :
    8. 10. Job Requirements <ul><li>Passion for the social media space. Demonstrated engagement and experience, including building personal networks of friends, fans and followers. </li></ul><ul><li>Robust understanding of all social media platforms, including Twitter, Facebook, Foursquare, blogs, wikis, widgets, RSS feeds, and apps. </li></ul><ul><li>Dedication to client service. </li></ul><ul><li>Strong written and verbal communication/interpersonal skills. </li></ul><ul><li>Excellent project management skills. </li></ul><ul><li>Knowledge of basic HTML & photo editing </li></ul><ul><li>Superior Microsoft Excel and Power Point capabilities. </li></ul><ul><li>Strong understanding and regular utilization of web analytics. Omniture and/or digital advertising background a plus. </li></ul><ul><li>Ability and enthusiasm for meeting changing demands and to adapting to frequently changing priorities. </li></ul><ul><li>BA or equivalent experience required. </li></ul><ul><li>3+ years of social media communications/marketing or equivalent business experience </li></ul>SOCIAL MEDIA MANAGER “ Requirements”
    9. 11. © SocialCast 2011
    10. 12. <ul><li>Public Relations & Outreach </li></ul><ul><li>Communications </li></ul><ul><li>Blogging & Content Development </li></ul><ul><li>Email Marketing </li></ul><ul><li>Customer Service </li></ul><ul><li>Advertising & Promotion </li></ul><ul><li>Search Engine Marketing </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Proposals </li></ul><ul><li>Market Planning & Research </li></ul><ul><li>Brand Management </li></ul><ul><li>Campaign Management </li></ul><ul><li>Graphic Design </li></ul><ul><li>Sponsorships </li></ul><ul><li>Trade Shows & Events </li></ul><ul><li>Publications & Newsletters </li></ul><ul><li>… and now </li></ul><ul><li>Social Media </li></ul>
    11. 13. Building the team … voices & roles
    12. 14. What should a social media team track? <ul><li>topics and subject of conversations </li></ul><ul><li>sentiment (complaints & complements) </li></ul><ul><li>share of voice </li></ul><ul><li>geography and demographics </li></ul><ul><li>product & service-related commentary </li></ul><ul><li>brand mentions </li></ul><ul><li>competitor activity </li></ul><ul><li>trends (relevant industry news & communications) </li></ul>
    13. 15. What to look for beyond numbers & “passion” …
    14. 16. Job trends to watch for … <ul><li>“ Content Counselors” </li></ul><ul><li>Community Management skill set requirements for marketers </li></ul>