What skills should an agency have? A consultant? An in-house leader of Social Media or community manager? The answer to these questions will be slightly different for each organization, especially according to its purpose(s) for social engagement. Most companies that have full time staff dedicated to Social Media, are slim. However, as organizations mature, they tend to evolve appreciation for the outcomes of being more social for customer service, marketing, recruiting, advertising and PR purposes. That means allocating budget for more staff, software and any other resources.
The challenge most companies run into when they start is:
- “Who’s going to be responsible for leading social media and where’s the budget going to come from?”
- “What are we going to stop or delay doing in place of this social media stuff?
In the cases I’ve seen, social media is a shared responsibility across departments, often led by Public Relations or Marketing. The first hire is often a Community Manager, which is a position we recommend as soon as possible.
For an agency, there’s usually an Account Manager or Executive that serves to liaise with the client contact. Sometimes Account Mangers are responsible for developing strategy, but most often they’re more of a Project Manager. Social media marketing functions can be distributed between social media content groups that perform a variety of functions including:
- Copywriting
- Community management
- Social media monitoring & analysis
- Social SEO
- Blogger and influential outreach
- Social network development
- Social content/media development
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