When social media was first introduced to the workplace, it was generally assigned to one person in the marketing department who would tentatively tweet about industry news and company announcements. In short, it was a back burner role, as most companies wanted to “wait and see” if this new-fangled craze would ever take off.
Over time the titles “social media manager”, “content marketing strategist” and “community manager” have become roles in their own right. We commonly think of one person sitting behind a desk, jumping between Facebook, Twitter and LinkedIn, as they drive engagement and take point with the social media strategy.
However, a new report published by social business software provider Spredfast, has revealed that social media is becoming an increasingly team-oriented task. The Texas-based software provider collected data from 154 of their companies, and this data was analysed by market research firm Mindwave Research. The report revealed interesting insight into the ways companies are structuring and orchestrating social media strategy within their organisations.
One of the most interesting statistics shows that social media is no longer a single player game, as more and more employees within the company are becoming a part of the overarching social media efforts. On average, 29 people are involved in social media posting for a company across 11 business groups and 51 social network accounts.
This statistic alone highlights the importance of inter-linked and multi-channel strategy when establishing a social media presence. Companies are no longer restricting social media engagement to marketing and customer support; by allowing more employees to tweet on behalf of the company it increases the level of expertise and drives engagement.
How can this work for you?
Social media messages will gain more traction if there is an authoritative voice and high level of expertise behind it. Hiring a social media manager to tweet about SEO is one thing, but having your SEO team tweet about what they do on a daily basis is a more valuable use of social media.
Involving your whole team in social media can be as simple as encouraging them to identify your company with a mention in their Twitter profile. Although before this can happen, there have to be clear ground rules for what is and isn’t acceptable in social media. A “tweets are my own” disclaimer will do little to no good in a PR crisis.
You could also encourage users to set up their own individual company Twitter account, and likewise, encourage everyone to contribute to blog posts. This doesn’t mean that you can fire your social media manager, however, as you’ll still need someone to direct and manage the use of social media channels.