Most small businesses can’t afford the luxury of a full-time social media team. In this video tutorial, digital and social media strategist Martin Waxman identifies key social media roles and responsibilities. He explains the skills and characteristics people need in order to be successful at them. And he shares tips and advice on how to identify and select the best people for your social media team.
- [Voiceover] Most small businesses can't afford the luxury of a full-time social media team. Sometimes the responsibility falls to the owner who's too busy juggling all the other priorities and may not have the time to give social media the attention it needs. Or maybe you try to spread social media responsibilities among your staff and they start complaining they're overworked. Some companies outsource social media to freelancers or small agencies. Regardless of the route you take, some skills like creativity and visual storytelling are essential for a social media team.
Like the Internet, social media is a visual medium, so that people who manage it for your business should have some skills in photography, video production, and design. Your social media team should include a talented writer who can craft updates and blog posts, and a conversationalist who loves interacting with and helping your customers. You also need a good researcher who can find ideas and content to curate and identify which influencers you want to connect with.
What makes someone an influencer? They could be a blogger, someone with a passion for your industry and an engaged social media following, or a reporter who's active on social platforms. Your social team should know how to find, credential, and build relationships with them. Not everyone has the personality, attitude and judgment to become the social voice of your company. It's important to have people who like talking with and helping customers.
If you have the wrong person at the helm, the results can be devastating to your business and reputation. So where do you start? In a small business, it's natural to turn to your team. Ask employees if they'd like to add social media to their responsibilities, and then determine what their skills and hobbies are. You may be surprised to learn that you have a budding video producer on your staff who would be more than happy to create and share videos. Or maybe you have a few self-starters with a desire to learn new skills.
Some companies hire freelancers or a small agency to provide strategy and extra arms and legs to bring their content to life. It's important to ensure that whoever you hire is a good fit and understands the culture of your organization as they're going to be your public face. If things go really well, you may find your business can afford an in-house community manager to oversee your social channels and build relationships that help achieve your business goals.
What makes someone a good community manager? Ideally they should be part salesperson, part expert, part creative director, and part conversationalist. They should have strong writing skills and production expertise, so they can engage and inspire your customers with multimedia. Whether you build from within, hire externally, or find a full-time community manager, you social media team needs to be aligned with your goals.
Then they can help you engage your customers, grow your business, and take your company to the next level.
- Using social media to listen to customers
- Setting goals
- Crafting a social media policy and a plan
- Creating shareable content
- Measuring your social media success