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How Should You Structure Your Social Media Team?

Most businesses have acknowledged the need to incorporate social media into their marketing and public relations activities. If you are unsatisfied with the results of your business’ social media campaigns to date, you may want to reexamine the structure of your social media team. There are a few questions that you can ask yourself to determine if you are getting the most out of your social media efforts.

1. How many people are involved? Is your team dedicated to dealing with social media, or is social media just one of their many daily tasks?

Depending on the size of your business, your social media team may be just one person. That might work for you, or you may find that your team doesn’t have the time it needs to dedicate to social media activities.

Consider whether an employee’s time would be more valuable if spent on other activities. Think about whether it makes financial sense to ask Joe to prepare a weekly blog post when he could otherwise be billing $300 per hour for your business. If Joe is your company’s expert on your blog topic, it might be better for Joe to come up with a few ideas and have someone else write the posts.

2. What type of skills and experience do you want your social media team to possess?

Consider whether your team has the skills they need to meet your particular goals. Obviously, you want your team to be familiar with the social media platforms that your business uses. But that is not the only experience that’s required.

If your social media goals centre on raising brand awareness and increasing sales, you may want someone on your social media team to have a background in marketing or advertising. No matter which social media platforms your business uses, it will pay to have someone with great writing skills on your team.

3. Should you outsource parts or all of your social media activities and ad campaigns?

If you don’t want to hire someone specifically to work on social media activities, outsourcing certain aspects of your activities, or all of them, may be an option for you.

Think about what particular skills are missing from your team that you would like to have. Then judge whether you need that skill in house, or whether it makes sense to farm out that particular activity. For example, you may decide to retain the services of a marketing and advertising consultant to advise you on your overall advertising campaign if none of your current employees have the necessary skills or experience.

If you have not been happy with your business’ social media efforts so far, restructuring your social media team may be the answer.