If your company, big or small, intends to include social networking channels in its marketing mix, then the first step is to build a strong social media marketing team. The size of the team varies, of course, on the volume of work that is required and also on the variety of skills that each team member can bring to the table.
The functions of the team could be divided into four: Management, Content creation, Monitoring, Engagement. Let’s see the key activities of each:
Key activities of the manager:
- Developing and evaluating a strategy, tailored to the social networking channels, which fits within the overall company marketing strategy
- Scheduling the project in logical steps and setting deadlines
- Evaluating the financial aspects of the program
- Drawing a social media internal policy and guidelines
- Maintaining an optimal feedback and communication loop between the team members
- Designing, tracking and reporting key performance indicators
- Taking actions when there are delays
Key activities of the content creation specialist:
- Researching and developing content themes relevant to the company current and potential audience(s)
- Developing an editorial schedule
- Design and multimedia creation
Key activities of the monitoring specialist:
- Designing, developing and evaluating keyword strategies
- Analysing and interpreting the data gathered using monitoring technologies
Key activities of the engagement specialist:
- Engaging influencers
- Engaging potential customers
- Offering support
- Rewarding advocates
- Responding to complaints
I hope you’ll find it useful, it’s all stuff I’ve learnt in the past years and I am sure that there are things to add. Feel free to share your opinion, especially if you went through the process of creating and developing a social media marketing team.
Let me add: make sure one of them can write in the chosen language(s) without mistakes. It sounds obvious, but really, especially in a multi-national working environment like Oman it's something often forgotten.
ReplyDeleteIt's amazing how many social media pages and even main websites contain basic errors. Sure, most people make mistakes themselves, but one small mistake can make a professional site that cost thousands look amateurish.
So back to the point about this team - get an external pair of eyes to look over their work, however good they are. It's better than waiting for the customers to find the errors - and they probably won't even tell you, just think to themselves that you're low budget and low quality.
Great post by the way. :)
Good points there; when it comes to typos you're 100% right, we see them everywhere, media, websites,road signs, shops boards, etc. A friend of mine is preparing a doc to show the government how crap the country signage is in both Arabic and English. And yes, two extra eyes always come in handy.
ReplyDeletevery informative :-) merci
ReplyDeleteah about time someone does something about the road signage. for example Ministry road in Arabic its said وزارة and in English instead of them saying Ministry road like normal people, nah thats 2 much so lets just have it say sharag al wissara now what does "sharag al wissara" mean in English? i have no idea at all
ReplyDeleteGreat summary... and Oman Collective Intelligence walks the talk. We likes it!
ReplyDeleteAnon; the only way i recognise government building is because most of them have a flag. Maybe i should learn a bit of Arabic, it's about time.
ReplyDeleteThanks SS!!!...:)