SOCIAL MEDIA MANAGEMENT 101How to Effectively Manage Social Media Initiatives

in a Business Environment

3. Why is it important

AGENDA

2. Social media management

roles

1. What is social media management

4. Day-to-Day Responsibilities

WHAT IS SOCIAL MEDIA MANAGEMENT

• Making decisions regarding social media programs• Providing leadership • Defining the roadmap for internal and external teams• Governing• Influencing spending• Providing training and support• “Evangelizing”• Integrating with other departments

WHAT IS SOCIAL MEDIA MANAGEMENT

Social media management is not an automated process by which your social channels are magically optimized for successful outcomes.

WHAT IS SOCIAL MEDIA MANAGEMENT

TOOLS VS. MANAGEMENT

WHAT IS SOCIAL MEDIA MANAGEMENT

Software Strategists

Leadership

Interaction

Creativity

Tools

SOCIAL MEDIA MANAGEMENT ROLES

Social media job posts have increased on LinkedIn by 1300% since 2010. (LinkedIn, OfferPop)

SOCIAL MEDIA MANAGEMENT ROLES

Social Media Manager

Social Media Marketer

Social Media Coordinator

Social Media Specialist

Social Media Consultant

SOCIAL MEDIA MANAGEMENT ROLES

42% of social media jobs are senior positions, rather than entry level. (LinkedIn)

SOCIAL MEDIA MANAGEMENT ROLES

• Digital or marketing background• Ability to be flexible• Multi-disciplinary• Ability to rally stakeholders

across an organization• Ability to lead cross-departmental

initiatives• Has a customer-centric vision• Have a strong personal social

media presence

WHY IS IT IMPORTANT

• Customers’ power and influence over business

• Collaborative nature of customer-company relationships

• Evolution of customer service delivery

• The expectation of enhanced customer experiences

• Impact on all business functions including R&D, HR and IT

RESPONSIBILITIES

1) Solidify the investment2) Establish a team3) Establish protocols4) Develop and implement strategy5) Develop content formulas6) Develop systems for measurement7) Identify appropriate tools8) Evolve9) Encourage buy-in10) Train

SOLIDIFY THE INVESTMENT

• Identify needs

• Allocate budget

• Allocate staff

• Adjust accordingly

ESTABLISH A TEAM

IDENTIFY NEEDS

DELEGATE RESPONSIBILITIES

INTERNALLYHIRE AN AGENCYHIRE A CONTRACTOR

ESTABLISH PROTOCOLS

• Define scope and objectives

• Be clear about compliance

• Be clear about approval

• Protect proprietary information

• Have guidelines for all scenarios

• Limit liability

DEVELOP AND IMPLEMENT STRATEGY

• Establish social media goals

• “Whole picture” approach

• Identify appropriate platforms

• Outline and implement appropriate tactics

• Scalable / Deployable

DEVELOP A CONTENT FORMULA

• Perform research

• Develop an editorial calendar

• Determine how and when content will be posted

• Evaluate

DEVELOP SYSTEMS FOR MEASUREMENT

• Reach

• Engagement

• Acquisition

• Conversion

• Influence

IDENTIFY USEFUL TOOLS

• Hootsuite

• Buffer

• TweetDeck

• Social Mention

• Tweet Reach

EVOLVING WITH THE SOCIAL LANDSCAPE

• Evolve with social media

• Champion embracing “what’s new” and innovative

• Ensure strategies don’t become stale and stagnant

ENCOURAGING BUY-IN

• Get the C-Suite on board

• Demonstrate potential and successes

• Encourage and acknowledge teamwork

TRAINING

• Ensure that social media staff are knowledgeable of current social media strategies and best practices

• Ensure that staff are well familiar with all management tools used in-house

• Help staff stay abreast of new and emerging platforms

• Offer incentives for leadership in this area

QUESTIONS

Send a Tweet to @SMMagic