Your social media team is falling short -- and it's not their fault. It's time to reevaluate your business objectives and SPARK across departments. Learn how to create a Social Media Forum that staffs for success.

1. THE (IM)POSSIBLE ROLE OF YOUR
SOCIAL MEDIA MANAGER
How To Staff for Social Media Success

2. Do you know this guy?

3. His job exists,
but its ability to succeed does not.

4. Here’s why:
65%
57%
78%
of companies use
staff to “do social
media” on top of
their other duties.
don’t monitor the
competition
of brands don’t plan
to hire internally in
2013 for social media
When an employee
works solely on social
media, it’s on a team
of 3 or fewer.
“We should be
monitoring the
competition but
don’t have
the time.”
Brands struggle with
monitoring and measurements
65% 63%
said it’s due to lack of time
blamed lack of staffing
Median pay for a
Social Media Manager
$45,000$55,000
SOURCE: RAGAN & NASDAQ OMX CORPORATE SOLUTION SURVEY RESULTS, 2013

5. That role was born from a need...
but is that need still the need?

6. Step back and take a look at your
BUSINESS OBJECTIVES
More feedback on
products before launch
Reduce
customer service
operational costs
Change
brand perception
Increase
awareness/stickiness
of brand message
Allow users to get
more information
before purchase

7. And what about the ones
you haven’t thought of?
Increase morale
within the company
Better understand
the landscape of your
competition
Capitalize on
real time events
Crisis management

8. It takes a village.

9. Introducing the
SOCIAL MEDIA FORUM

10. SOCIAL
MEDIA
FORUM

11. The many skill sets needed
for social media success:
Strategy
Process
Action
Review
K nowledge

12. SPARK across departments
Customer
Service
Customer
Marketing
Service
Goals
Goals
Goals
To reduce call
Goals
volume to customer
To reduce call
service / save costs
To increase awareness
Goals
of branding and
To increase awareness
marketing message
Strategy
Strategy
volume to customer
service / save costs
VP Customer Service
Strategy
VP Customer Service
Process
Process
Monitoring tools,
Monitoring tools,
CS Schedules, FAQs,
CS
Training Schedules, FAQs,
Training
Action
Action
Monitoring tools,tools,
Monitoring
CS Schedules, FAQs,FAQs,
CS Schedules,
Training
Training
Review
Review
Marketing
of branding and
marketing message
VP Marketing / Agency
Strategy
VP Marketing / Agency
Process
C-Suite
Public
Relations
Public
Human
Research &
Resources
Development Human
Research &
Relations
Goals
Development
Goals
To show investors
Goals
tremendous enthusiasm
To show investors
from consumers
To improve the
Goalsimage
brand’s
To obtain
To connect employees
Goals feedback Goals improve morale
on current and future
and
Strategy
Strategy
C-Suite
tremendous enthusiasm
from consumers
CMO
Strategy
CMO
Process
To improve the
brand’s image
Resources
Goals
To obtain feedback
products
on current and future
products
To connect employees
and improve morale
VP Marketing
Strategy / Agency
VP Product
Strategy Dev.
VP HR
Strategy
VP Marketing / Agency
VP Product Dev.
VP HR
Process
Strategy
Process
Strategy
Process
Process
Process
Campaign Management,
Executive Reports
Campaign Management,
Executive Reports
Content creation Voice,
Content creation Voice,
and Tone
Process
Sentiment Reports,
Process tools,
Monitoring
Process tools,
Monitoring
Action
Action
Action
Action
Action
Action
Action
Action
and Tone
SM Communications
SM Communications
Manager, Designers,
Manager, Designers,
Community Manager
Community Manager
Action
Action
SM Communications
SM Communications
Manager
Manager
Sentiment Plan,
SM Crisis Reports,
SM Crisis Plan,Press lists
Monitoring,
Monitoring, Press lists
PR Manager,
PR Manager,
Community Manager
Community Manager
Monitoring tools, FAQs,
CS Schedules,
CS Training FAQs,
Schedules,
Training
Research Manager,
Research Manager,
Community Manager
Community Manager
Monitoring tools, FAQs,
CS Schedules,
CS Schedules, FAQs,
Training
Training
Monitoring
Monitoring tools, tools,
CS Schedules,
CS Schedules, FAQs, FAQs,
Training
Training
Analysis can done by a Business Analyst – looking at the intended goals and tracking of success against
Analysis can bebe done by a BusinessAnalyst – looking at the intended goals and thethe tracking of success against
those goals. Analysis can be done by examining back end data, social actions, and surveys.
those goals. Analysis can be done by examiningback end data, social actions, and surveys.
Knowledge
Knowledge Using the key learnings from our initial efforts, we will refine and perfect our upcoming SPARKs!
Using the key learnings from our initial efforts, we will refine and perfect our upcoming SPARKs!

13. And now this poor guy
becomes our hero!

14. But what about the costs?

15. To agency or not to agency?

16. Social media never sleeps...
but your staff needs to.

17. Thank You.
Questions?
Likeable Media
240 West 37th Street, 7th Fl
New York, NY 10018
(212) 660-2458
contact@likeable.com
http://likeable.com
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@LikeableMedia