Putting together a strategic approach to social media use often creates a need for new jobs within an organisation – jobs with fancy-yet-slightly-ridiculous titles like “Technology Guru”. I mean, wouldn’t you feel ashamed introducing yourself like that at a party?
Anyway, let’s look at what these jobs are actually there for, rather than just tearing apart their (oh so pretentious) titles. This whole thing is based on a four step plan given to us by Weber, L. on how to create a social media strategy, and it looks a little something like this:
Strategy & Planning —> Social Strategist
This includes making sure goals are defined and all social media activity relates to these clear business objectives. Investigating the social media environment, the conversations being held by consumers and the action taken by competitors is an important part of this. From this ‘listening’, it’s then possible to create defined plans that are integrated within the greater marketing strategy of the business, are measurable and have the resources and approval needed.
Social Experience Design —> Creative Director, User Experience Designer and Technology Guru
This is all about the overall idea behind the strategy, and putting this idea in contact with users in the best way possible. User friendly design is non-negotiable in keeping potential customers engaged.
Activation & Sustainment —> Engagement Manager, Content Manager & Media Planner/Buyer
While well thought through design is essential, a pretty face is only the beginning. These roles are about identifying key influencers and engaging them with the business, providing interesting content to keep people coming back for more, and coming up with a mix of media to connect with and stay connected with target audiences.
Measurement & Analytics —> Social Media Analyst
This is about judging whether or not all the other stuff is working, really. It analyzes both activation metrics (How many people are we reaching? How engaged are they? etc) and business outcomes (Is their attitude towards our business changing? Are they buying our stuff because of our fabulous social media strategy?) Communication skills is pretty key here too – this person needs to be able to wrap up their findings and share them with the company in a productive, easy to understand way.
Weber, L. (2011). Building enterprise-wide engagement capability in Everywhere: Comprehensive digital business strategy for the social media era (pp. 59-86). Hoboken, NJ, John Wiley & Sons, Inc.