Social media is such an important integration to an organization at this day and age that within some organizations, one person is no longer enough. Many organizations have accustomed to building a social media team to allocate resources and even out the work load amongst each member. However, there are still differences to keep in mind when building a social media team whether it be a business organization, non-profit organization or a government agency. If you were to build a 5 person social media team, here would be the difference between the three organizations.
Despite the different roles, there are still more similarities between the three than differences. In my opinion, all three organizations would still have to have the following:
Social Strategist: The leader and program manager. This person will be responsible for an overall vision and accountability towards achieving business goals. All in all, this will be someone to make sure everyone is on track towards the goal they’ve made. All three organization will need a team leader for the social media team.
Social Media Manager: This will be the team member that manages several projects which may include launching programs, managing campaigns, and keeping teams on timelines. The manager will handle all internal and external communications, directs resources and formulates program plans. All three organization should have a team member like this as all three would need someone to handle the communications.
Content Strategist: This member coordinates the content across all platforms. All three organizations will need this because their content should be consistent amongst all the platforms and make sure it’s intact with their organization’s goal and strategy.
Now, let’s examine the roles where it differs.
Social Analyst (Business & Non-profit): This role is to monitor the brand and all analytics for the different platforms. This is responsible for measurement and reporting. For businesses and non-profits, it’s very important for them to keep their brand intact because they represent either a specific look or cause. Moreover, it’s very important for businesses and non-profit organizations to keep in touch with any positive or negative sentiments with regards to their brand to either keep up with what they do or change their tactics.
Community Manager (Non-profit): I believe non-profits will require a community manager as it is a role that mainly focuses on building and maintaining a relationship between the targeted audience and the organization. It is important for non-profits to remain a relationship as their primarily goal is to raise awareness, therefore keeping healthy relationships would also build their social influence to raise awareness.
Business Unit Liaison (Business): This would be important for business organizations because this role would focus on reaching out to other businesses and getting collaborations. This could be good for businesses as collaborations often make the organizations seem more humanized online.
Web Developer (Government): This role would be important for government agencies because more often than not they need to integrate social technologies for their platforms. This role entails providing dedicated assistance to help plan, brand, configure and integrate social technologies.
Digital Strategist (Government): This role is to integrate social into all digital channels, whether it be online, TV, and/or mobile. This would be an important member to have within the social media team because for government agency they’re still on television and it is important for them to remain consistent in all mediums.