The document summarizes a presentation about where social media belongs in organizations and how it should be managed. Experts discussed that social media currently fits best in a hub-and-spoke model managed across departments, but may eventually involve all employees. Proper social media management requires audience focus, collaboration, and aligning social goals with business goals.

1. Presentation by Deanna Payson
#NewhouseSM6 – Fall 2012
@deannap09
#LostInSocial

2. Where does social belong?
and
How should it be managed?
@deannap09
#LostInSocial

3. Where does “social” belong?!
 “For most companies, social media
management is a function of the
marketing department…”
@deannap09
#LostInSocial

4. Where does “social” belong?!
 Marketing?
 Customer Service?
 Sales?
 Public Relations?
@deannap09
#LostInSocial

5. How should it be managed?
Altimeter Group Study
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6. “Decentralized”
10.8%
Altimeter Group
#LostInSocial

7. “Centralized”
28.8%
Altimeter Group
#LostInSocial

8. “Hub & Spoke”
41%
Altimeter Group
#LostInSocial

9. “Dandelion”
18%
Altimeter Group
#LostInSocial

10. “Holistic”
1.4%
Altimeter Group
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11. Ask the experts!
#LostInSocial

12. Chris Baccus
Steve Rubel
Executive Director of Digital Media,
EVP Global Strategy &
GolinHarris
Insights,
Edelman
Gary J. Nix Adam Britten
Digital Marketing Community Manager,
Specialist, 16 Handles
Blue Fountain Media #LostInSocial

13. Gary J. Nix
 Where does social belong?
 Distinct department in marketing mix
@Mr_McFly
#LostInSocial

14. Gary J. Nix
 How should it be managed?
 Audience
 Principles
 Messages
 Teamwork!
“When it comes to brand communications, they need to
work together for the ultimate success of the brand!”
@Mr_McFly
#LostInSocial

15. Gary J. Nix
 How does digital/social marketing differ?
 Faster
 Forums for reactions
 Amplified word-of-mouth
@Mr_McFly
#LostInSocial

16. Chris Baccus - GolinHarris
 Where was social in AT&T structure?
 Hub & Spoke
 Report to agency PR
 Corporate Communications
#LostInSocial @cbaccus

17. Chris Baccus - GolinHarris
 Where is social in GolinHarris?
“Strategists”
#LostInSocial @cbaccus

18. Chris Baccus - GolinHarris
 Where does social belong?
 Lead role within PR, marketing OR customer
service…but….
“It is truly best handled as a managed
collaboration across the organization.”
#LostInSocial @cbaccus

19. Chris Baccus - GolinHarris
 How should social be managed?
-Communicate
-Meetings
-Governance
- “Collaborative responsibility”
@cbaccus
#LostInSocial

20. Adam Britten – 16Handles
 Where does social belong?
“Many brands try to silo social media into
a traditional category…realistically, social
media both lives on its own and crosses into
all of these departments.”
#LostInSocial @adambritten

21. Adam Britten – 16Handles
Relationship-building
+
Eliciting transactions
#LostInSocial @adambritten

22. Adam Britten – 16Handles
“If social media isn't driving business goals,
it isn't worth investing in.”
#LostInSocial @adambritten

23. Adam Britten – 16Handles
 Which social media should be used?
 Audience!
#LostInSocial @adambritten

24. Adam Britten – 16Handles
 Who should do the social “listening”?
 Hub & Spoke Model
 “Central listeners”
#LostInSocial @adambritten

25. Adam Britten – 16Handles
 How should social be managed?
 Now: experts
 Later: everyone!
#LostInSocial @adambritten

26. Steve Rubel – Edelman Digital
 Where does social belong?
“It's best to have an integrator who can conduct
an orchestra…”
#LostInSocial @SteveRubel

27. Steve Rubel – Edelman Digital
 How should social be managed?
 Creation vs. Curation?
 Second Screens?
#LostInSocial @SteveRubel

28. Steve Rubel – Edelman Digital
 Looking ahead:
“In general, [social media management] will
become more holistic. More and more,
communicators will realize it's all
connected - not separate.”
#LostInSocial @SteveRubel

29. Conclusions
 Now: Hub & Spoke is best
PR
Customer
Service
Hub Marketing
Sales
#LostInSocial

30. Future…
 Everyone?
 Employees as brand ambassadors
Sales PR
Customer
Marketing
Service
#LostInSocial

31. Thoughts?
Questions?
#LostInSocial

32. Thank you!
 Gary Nix @Mr_McFly
 Chris Baccus @cbaccus
 Adam Britten @AdamBritten
 Steve Rubel @SteveRubel
#LostInSocial