Social Media and Digital Marketing are here to stay. It doesn’t matter if the platforms change and we move from Facebook to Instagram or if we work with multiple networks with different tactics at the same time. The reality is that companies and organizations are finding themselves with the necessity to outsource these services or building their own teams within their marketing structure that will manage their digital needs.

For me, when it comes to building a social media team in your organization, it doesn’t really matter whether you are a non-profit organization, business or government agency. As Brian Honigman comments there is “no exact formula” but “it’s critical to properly integrate social media across your entire staff and organization to properly meet the needs of the social business hierarchy.” This can lead to achieve better results in terms of “greater visibility, increased revenue, stronger relationships with your customers, established leadership and more.”

While the reality is that about 82% social media teams are conformed by no more than 2 to 3 people. The most important thing to take into consideration before starting to build your digital team or department are the objectives and goals you want to achieve, your strategy, budget, etc. In general terms there are seven key roles that you could consider essential to build your social media team:

• Social Strategist
• Social Analyst
• Content Strategist
• Social Media Manager
• Community Manager
• Campaign Manager
• Web developer

Sallie Burnett also points out that there are some few extra roles that we might want to take into consideration and these could be permanent or part-time positions:

• Business Unit Liaison
• Education Manager
• Digital Strategist
• Agency Partners

Having that said there could be a few differences when building teams for non-profit organizations, business or government agency that again will reside in the nature of these organizations it selves.

In the case of businesses I think it would extremely beneficial having the position of Business Unit Liaison because many companies have multiple departments and business units that have particular views and needs, but in terms of social we need to have a 360 degree vision. Getting these teams to collaborate to an ultimate goal would be not only valuable for Social Media purposes but to the different overall objectives.

For non-profits organizations we need to maximize our resources and is only logic that all of the employees can be part of the social media story and become advocates of the cause. That’s why I think it is crucial having an Education Manager that can train and plan the best practices, policies, etc.

Lastly, a Digital Strategist can help integrate channels that can seem disconnected or hard to manage consistency throughout all platforms. If we feel consistency is important in terms of businesses in the case of Governments is imperative, especially taking into consideration, there are hundreds of voices, departments, and things happening at the same time.


Structuring a Social Media Team, Sallie Burnett, Customer Insight Group, Inc., September 3, 2014