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Social Media MarketingEssential Guide for BusinessesStructuring Social MediaListening Teamswww.sysomos.com
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 AgencySocial Media Call Center Social Media SwitchboardSocial Media Department
Team Duties: Listening and ReplyingListeningReal-time monitoring of online mentions of the brand and company names and other relevant topicsManagingDetermining social media conversations that require a replyReplyingSending out tweets and commenting on blogs, forums, and social networksUsually responding toNegative comments and complaintsSales inquiriesInquiries related to product and other company informationParticipation in discussion relevant to the industry
Listening Team StructureIn this deck, we present different team structures for listening onlyThere may be separate teams for in-depth analysis of social media conversations as part of Consumer Insights, Market Research and Product Development groups
       The Community Manager1The 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
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.
Reporting weekly and monthly on the organization’s social media activity.
Development of social media campaigns       The External Agency2Typically 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.OrganizationThe External Agency
       Social Media Call Center3This 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 situationIf 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 TeamSocial media conversations Social Media Monitoring PlatformListening TeamTeam responds to  customer’s comments.PR department responds to high authority customers.PR Department
        Social Media Switchboard4The 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 activityDepending 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 PlatformListening Team SwitchboardMarketing, PR, Product Development, Stakeholders

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Structuring Social Media Teams for Your Business

  • 1. Social Media MarketingEssential Guide for BusinessesStructuring Social MediaListening Teamswww.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 AgencySocial Media Call Center Social Media SwitchboardSocial Media Department
  • 3. Team Duties: Listening and ReplyingListeningReal-time monitoring of online mentions of the brand and company names and other relevant topicsManagingDetermining social media conversations that require a replyReplyingSending out tweets and commenting on blogs, forums, and social networksUsually responding toNegative comments and complaintsSales inquiriesInquiries related to product and other company informationParticipation in discussion relevant to the industry
  • 4. Listening Team StructureIn this deck, we present different team structures for listening onlyThere 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 Manager1The 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 Agency2Typically 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.OrganizationThe External Agency
  • 9. Social Media Call Center3This 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 situationIf 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 TeamSocial media conversations Social Media Monitoring PlatformListening TeamTeam responds to customer’s comments.PR department responds to high authority customers.PR Department
  • 10. Social Media Switchboard4The 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 activityDepending 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 PlatformListening Team SwitchboardMarketing, PR, Product Development, Stakeholders
  • 11. Social Media Department5The 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 campaignsSocial Media Monitoring PlatformSocial Media DepartmentBrand TeamsCommunityManager