Setting up well-defined social media roles and responsibilities for each member of your team is an essential component to the success of your social media strategy. You need to know who’s doing what and when. Otherwise, you’ll be headed for disaster and your strategy will most definitely suffer.
Who has access?
First and foremost, determine who currently has access to your social media profiles. And this includes any third-party applications you granted access to.
A best practice is to give direct access to only a few select team members. This means passwords. It’s imperative that your accounts stay as secure as possible. Your brand’s reputation and all the work put into it is at stake. If you determine, or even suspect, that just about everyone knows the passwords, change them. And be quick about it. Then share your new passwords only with those who are directly involved in executing your social media strategy.
Key Roles & Responsibilities
Determine who will fulfill the following key roles:
If you have a small business, one person may be performing the responsibilities of all three roles. Or maybe the responsibilities will be shared with an assistant. Just be clear on who’s responsible for what, no matter the size of your business or the designated titles.
A social media director is typically involved with higher level planning. They have the final say in your social media budgets, campaigns, and strategies.
Your social media manager:
- Plans and oversees the day-to-day execution of your social media strategy;
- Manages campaigns to ensure that everything is running smoothing and on time.
Your social media coordinator is typically involved with:
- Publishing content like tweets to Twitter and posts to Facebook, Instagram, etc.;
- Monitoring engagement;
- Responding to questions and comments.
Some organizations put a schedule in place that shares the responsibilities for monitoring and engagement among several team members throughout the week and on weekends. Depending on the size of your company and the platforms you’re active on, you may want to assign responsibility to each team member on a per network basis. For example, you may have one coordinator managing the activity on Instagram, another managing Twitter, and yet another handling Facebook.
Determine who’ll be responsible for creating your content. This includes blog posts, photos, and videos. You may want to consider hiring a content creator, one who conducts research and creates content. You can also have several team members creating content on a rotating basis. Depending on the size of your business, your social media team may create content in conjunction with your marketing department or ad agency, so that your message stays consistent and on point.
Related Article: Variety is the Spice of Life… And Your Content
Finally, make sure you have a plan in place for periods when there’s a lot of extra social activity. This includes scenarios like:
- The release of a highly anticipated product;
- A negative review of your product or service by the media or a prominent community member.
Be prepared. It’s sound business practice to train additional staff on your social media strategy. Make sure they’re well-versed on your social media processes and policies, too. This enables them to easily jump in and help with a crisis situation, an extended absence of a key team member, or when someone suddenly quits.
Ongoing Training & Workshops
As your company grows, your social media presence will too. Consider creating social media training workshops. And conduct them on a quarterly basis. Use them as a way to familiarize your team members with your most current social media strategy, policies, and procedures.
Having roles and responsibilities in place is such an important part of any organization. It keeps everyone on the same page and everything running smoothly. And when things do get a little rough, at least you’re prepared as a team to weather the storm and work your way back to smooth sailing again. And that, my friends, makes for a successful strategy.
If there’s a particular thought you’d like to share on this topic, leave a comment below. I certainly welcome your feedback. Thanks!
’til next time…