SOCIALMEDIA.ORG/SUMMIT2013ORLANDO

How to evolve your socialmedia structure and team

SHERRI MAXSONGRAINGER

DECEMBER 9–11, 2013

Evolving your Social Media Team

Sherri Maxson December 2013

SocialMedia.org

Brand Summit

2013

Confidential

Moving Up

Most social media teams and social

initiatives start with a champion

Brian Solis

Confidential

Moving Up

The Champion helps the business answer

Who Owns Social - How do we Engage?

Engaging with the World

PR

Cust

Service

Digital Brand

Segs

HR

Face

book

Twitter Linked

In

Blogs

.com

Confidential

Moving Up

The Champion helps the business start

work on the strategy

Confidential

Moving Up

And develops a plan for the business on

how to bring the work forward.

December 2013

Building The A Team

Confidential

Moving Up

First, prioritize the work based on business

needs and objectives

Which should I stop

working on?

Critical?

Essential?

Must-Have?

Confidential

Moving Up

Second, determine the functions needed to

bring the work forward

Confidential

Moving Up

Third, review your Options. Most brands

(59%) adopt a Hub & Spoke or Multi Hub &

Spoke model

Source: Altimeter State of Social Business 2013

State of the Social Business Team

Recent Stats from Ragan/NASDAQ and Altimeter

Confidential

Moving Up

Only 27% of companies have dedicated social

media teams; most add social to existing

roles

Confidential

Moving Up

Most social teams (82%) are less than 3

people and nearly 42% comprise just one

person

Confidential

Moving Up

Given the reliance on other teams to bring the

work forward, most companies (74%) state the

teams are working well together.

Confidential

Moving Up

Most feel social efforts are intermediate level

(64%) and are keeping their head above water

(52%) with new tools and platforms.

Confidential

Moving Up

Altimeter’s 2013 State of Social – Most

Organizations feel they are still in mid stages

(Engagement).

Confidential

Moving Up

Rinse and Repeat.

Evaluate and Evolve.

Key Takeaways Getting additional headcount in most organizations is an issue

Most dedicated social media teams are less than 3 people

As the business gets more social, needs continue to increase

The social media champion and team play a critical role in educating

and training other parts of the business

Leverage other parts of the business to continue the journey

(customer service, digital, research, marketing, PR)

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DECEMBER 9–11, 2013

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