Your social media team is falling short -- and it's not their fault. It's time to reevaluate your business objectives and SPARK across departments. Learn how to create a Social Media Forum that staffs for success.

1. THE (IM)POSSIBLE ROLE OF YOUR
SOCIAL MEDIA MANAGER
How To Staff for Social Media Success

2. Do you know this guy?

3. His job exists,
but its ability to succeed does not.

4. Here’s why:
65% 57% 78%
of companies use don’t monitor the of brands don’t plan
staff to “do social competition to hire internally in
media” on top of 2013 for social media
their other duties. “We should be
monitoring the
competition but
When an employee
works solely on social don’t have
media, it’s on a team the time.”
of 3 or fewer.
Median pay for a
Brands struggle with
Social Media Manager
monitoring and measurements
65% 63%
said it’s due to lack of time blamed lack of staffing
$45,000-
$55,000
SOURCE: RAGAN & NASDAQ OMX CORPORATE SOLUTION SURVEY RESULTS, 2013

5. That role was born from a need...
but is that need still the need?

6. Step back and take a look at your
BUSINESS OBJECTIVES
More feedback on
products before launch Increase
awareness/stickiness
of brand message
Reduce
customer service
operational costs
Allow users to get
more information
before purchase
Change
brand perception

7. And what about the ones
you haven’t thought of?
Increase morale
within the company
Better understand
the landscape of your
competition
Capitalize on
real time events
Crisis management

8. It takes a village.

9. Introducing the
SOCIAL MEDIA FORUM

10. SOCIAL
MEDIA
FORUM

11. The many skill sets needed
for social media success:
Strategy
Process
Action
Review
K nowledge

12. SPARK across departments
Customer Marketing C-Suite Public Research & Human
Service
Customer Marketing C-Suite Relations
Public Research & Resources
Development Human
Service
Goals Goals Goals Relations
Goals Development
Goals Resources
Goals
To reduce call To increase awareness To show investors To improve the
Goals
volume to customer
Goals
of branding and
Goals
tremendous enthusiasm
Goalsimage
brand’s
Goals feedback Goals improve morale
To obtain
on current and future
To connect employees
and
To reduce call To increase awareness To show investors To improve the To obtain feedback To connect employees
service / save costs marketing message from consumers products
volume to customer of branding and tremendous enthusiasm brand’s image on current and future and improve morale
service / save costs marketing message from consumers products
Strategy Strategy Strategy Strategy Strategy Strategy
Strategy
VP Customer Service Strategy
VP Marketing / Agency Strategy
CMO Strategy / Agency
VP Marketing Strategy Dev.
VP Product Strategy
VP HR
VP Customer Service VP Marketing / Agency CMO VP Marketing / Agency VP Product Dev. VP HR
Process Process Process Process Process Process
Process
Monitoring tools, Process
Campaign Management, Process
Executive Reports Process
Sentiment Reports, Process tools,
Monitoring Process tools,
Monitoring
Monitoring tools,
CS Schedules, FAQs, Campaign Management,
Content creation Voice, Executive Reports Sentiment Plan,
SM Crisis Reports, Monitoring tools, FAQs,
CS Schedules, Monitoring tools, FAQs,
CS Schedules,
Training Schedules, FAQs,
CS Content creation Voice,
and Tone SM Crisis Plan,Press lists
Monitoring, CS Training FAQs,
Schedules, CS Schedules, FAQs,
Training
Training and Tone Monitoring, Press lists Training Training
Action
Action Action
Action Action
Action Action
Action Action
Action Action
Action
Monitoring tools,tools,
Monitoring SM Communications
SM Communications SM Communications
SM Communications PR Manager,
PR Manager, Research Manager,
Research Manager, Monitoring tools, tools,
Monitoring
CS Schedules, FAQs,FAQs,
CS Schedules, Manager, Designers,
Manager, Designers, Manager
Manager Community Manager
Community Manager Community Manager
Community Manager CS Schedules, FAQs, FAQs,
CS Schedules,
Training
Training Community Manager
Community Manager Training
Training
Analysis can bebe done by a BusinessAnalyst – looking at the intended goals and thethe tracking of success against
Analysis can done by a Business Analyst – looking at the intended goals and tracking of success against
Review
Review those goals. Analysis can be done by examiningback end data, social actions, and surveys.
those goals. Analysis can be done by examining back end data, social actions, and surveys.
Knowledge Using the key learnings from our initial efforts, we will refine and perfect our upcoming SPARKs!
Knowledge Using the key learnings from our initial efforts, we will refine and perfect our upcoming SPARKs!

13. And now this poor guy
becomes our hero!

14. But what about the costs?

15. To agency or not to agency?

16. Social media never sleeps...
but your staff needs to.

17. Thank You.
QUESTIONS?
Carrie Kerpen
CEO
Likeable Media
240 West 37th Street, 7th Fl
New York, NY 10018
P (212) 660-2458
E carrie@likeable.com