There’s little doubt, the deeper the understanding of how social media can help online marketing, the more organizations look to growing in this field. Alas, you may be constrained by budget realities or you may just want to grow slowly and wait for evidence.
Assuming a five-person limit for your Social Media Team, who would you employ?
Below are nine social media positions and how they might factor into your plans if you were in Government, Business or Not for Profit.
Looking at the diagram I’ve made below, you can see that each of the three sectors begins with a Social Media Strategist at the helm. This person is the manager of all social media and must run a program that complies with organizational goals. This person is responsible for the final numbers including:
- customer support
- reduced costs
- customer satisfaction
Out of all the sectors, the business sector requires the Business Unit Liaison the most. This person is responsible for maintaining coordination in corporate scaling across units. The Unit Liaison encourages business units to collaborate and as such may:
- provide resources
- assure consistency
- implement a checklist
- educate unit heads
Assuming in this case we have a large corporation storing databases of information from different sources, our business would need a Web Developer to plan, brand, configure and integrate social technologies with existing enterprise systems. So this person has to get useful information from social analytics and make them useful for later use or other units, and vice-versa.
The business case also requires a Digital Strategist to integrate all the content from social media into other online channels, conventional media and real-life experiences. The Digital Strategist is also responsible for assuring governance and quick responses to negative content posted by users and clients.
The business case also touches on the Social Analyst who is responsible for monitoring and measuring progress. This person has the big picture before them, monitoring the brand, the social analytics and web analytics. It’s this person’s job to ask how is Social impacting our customer experience, then delving into the social media details.
We can also see that the Not for Profit sector intersects with the use of the Social Analyst for the same reasons.
The Not for Profit, if any of the three sectors, relies heavily on affecting its constituents with content. Because the opportunity in this sector is to employ emotional suasion, a Content Strategist is important as the person who sets the tone and coordinates the content strategy across the organization – including advertising, corporate and social media content guidelines.
In this imagined scenario, the Social Media Manager, is embraced by both the Not for Profit and the Government sectors. This person oversees all the social projects having fixed end dates. The usually have a program management background with duties including:
- program launch
- manage campaign
- deal with agencies
- maintain timelines
- keeps time, resources and expectations aligned
Another person that the Government and Not for Profit sectors converge on in this case is the Community Manager. Both these sectors want to cater to their publics especially, so this customer-facing liaison is the go-between for brand and community. The Community Manager brings brand enthusiasm with a passion to serve as a trusted community member. This role is not to be a PR messenger, but to bring community concerns to the organization while being a brand ambassador who gathers feedback in an effort to improve the product or brand experience.
In this scenario, that leaves Government owning the Agency Partners and the Education Manager. The Education Manager‘s job is to spread the basic knowledge of best practices when doing outward facing communications. You can understand the importance of ensuring standards and consistency across a sprawling bureaucracy.
Often times, an organization will outsource specialty tasks. Your Agency Partners are the ones who help develop strategies and tactics in those areas your organization either cannot or does not want to do itself.
It’s important to remember that any or all of these roles may apply to any of the three sectors named above. How you distribute your resources among these job descriptions all comes down to your specific needs and desired outcomes.