In this crash course we give you a step-by-step walkthrough on how to effectively manage Social Media initiatives in a business environment.

1. How to Effectively Manage Social Media Initiatives
in a Business Environment

2. 3. Why is it
important
AGENDA
2. Social media
management
roles
1. What is
social media
management
4. Day-to-Day
Responsibilities

3. WHAT IS SOCIAL MEDIA MANAGEMENT
• Making decisions regarding social media programs
• Providing leadership
• Defining the roadmap for internal and external teams
• Governing
• Influencing spending
• Providing training and support
• “Evangelizing”
• Integrating with other departments

4. WHAT IS SOCIAL MEDIA MANAGEMENT
Social media management is not an
automated process by which your
social channels are magically
optimized for successful outcomes.

5. WHAT IS SOCIAL MEDIA MANAGEMENT
TOOLS VS. MANAGEMENT

6. WHAT IS SOCIAL MEDIA MANAGEMENT
Software Strategists

7. SOCIAL MEDIA MANAGEMENT ROLES
Social media job posts have increased
on LinkedIn by 1300% since 2010.
(LinkedIn, OfferPop)

8. SOCIAL MEDIA MANAGEMENT ROLES
Social Media
Manager
Social Media
Marketer
Social Media
Coordinator
Social Media
Specialist
Social Media
Consultant

9. SOCIAL MEDIA MANAGEMENT ROLES
42% of social media jobs are
senior positions, rather than
entry level.
(LinkedIn)

10. SOCIAL MEDIA MANAGEMENT ROLES
• Digital or marketing background
• Ability to be flexible
• Multi-disciplinary
• Ability to rally stakeholders
across an organization
• Ability to lead cross-departmental
initiatives
• Has a customer-centric vision
• Have a strong personal social
media presence

11. WHY IS IT IMPORTANT
• Customers’ power and influence
over business
• Collaborative nature of customer-
company relationships
• Evolution of customer service
delivery
• The expectation of enhanced
customer experiences
• Impact on all business functions
including R&D, HR and IT

12. RESPONSIBILITIES
1) Solidify the investment
2) Establish a team
3) Establish protocols
4) Develop and implement strategy
5) Develop content formulas
6) Develop systems for measurement
7) Identify appropriate tools
8) Evolve
9) Encourage buy-in
10) Train

13. SOLIDIFY THE INVESTMENT
• Identify needs
• Allocate budget
• Allocate staff
• Adjust accordingly

14. ESTABLISH A TEAM
IDENTIFY NEEDS
DELEGATE
RESPONSIBILITIES
INTERNALLY
HIRE AN AGENCYHIRE A CONTRACTOR

15. ESTABLISH PROTOCOLS
• Define scope and objectives
• Be clear about compliance
• Be clear about approval
• Protect proprietary information
• Have guidelines for all scenarios
• Limit liability

16. DEVELOP AND IMPLEMENT STRATEGY
• Establish social media goals
• “Whole picture” approach
• Identify appropriate
platforms
• Outline and implement
appropriate tactics
• Scalable / Deployable

17. DEVELOP A CONTENT FORMULA
• Perform research
• Develop an editorial calendar
• Determine how and when content
will be posted
• Evaluate

18. DEVELOP SYSTEMS FOR MEASUREMENT
• Reach
• Engagement
• Acquisition
• Conversion
• Influence

19. IDENTIFY USEFUL TOOLS
• Hootsuite
• Buffer
• TweetDeck
• Social Mention
• Tweet Reach

20. EVOLVING WITH THE SOCIAL LANDSCAPE
• Evolve with social media
• Champion embracing “what’s
new” and innovative
• Ensure strategies don’t become
stale and stagnant

21. ENCOURAGING BUY-IN
• Get the C-Suite on board
• Demonstrate potential and
successes
• Encourage and acknowledge
teamwork

22. TRAINING
• Ensure that social media staff are
knowledgeable of current social media
strategies and best practices
• Ensure that staff are well familiar with
all management tools used in-house
• Help staff stay abreast of new and
emerging platforms
• Offer incentives for leadership in this
area

23. QUESTIONS
Send a Tweet to @SMMagic