It’s certainly not 2010 anymore. So why are so many businesses still resourcing social media teams as if it is?

Social teams have evolved far beyond publishing posts and responding to comments. Today, they manage content and video production, influencer partnerships, customer care, social search, paid media, community engagement and increasingly, social intelligence. Social’s role is expanding across the business, and a social team’s structure needs to evolve with it.

Organizations are also looking to social data for more than marketing insights. According to Sprout’s Social Intelligence Report, 93% of leaders view social intelligence as essential for future growth, yet only 10% of organizations have embedded it into enterprise strategy. Closing that gap requires more support for social teams that are already stretched across a growing list of responsibilities. They need the right people, roles and processes to turn social data into action across the business while creating more capacity for strategic work.

There’s no one-size-fits-all social media team structure. But the strongest teams connect their work directly to business outcomes rather than organizing solely around the tasks they complete. Building for that future requires the right mix of specialized expertise, cross-functional relationships and technology to keep pace with social’s expanding role.

In this guide, we’ll break down how to structure a social media team, which roles to prioritize and how to build and manage a team that’s prepared for the future of marketing.

Social’s dynamic nature can give marketers a professional advantage if leaders give them space to grow.

Source link