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Marisa Peacock, The Strategic Peacock
HOW TO BRING SOCIAL
MEDIA IN-HOUSE AND
MAKE IT THRIVE!
80% of business executives think it is very important or
absolutely essential for their company to invest
additional resources in social media marketing.
Source: Sprout Social, 2022
Why Social Media?
Social Media Challenges Persist
Research shows that companies’ top social media
challenges are:
• Building a presence across multiple platforms
• Little-to-no communication between departments
• Not seeing the immediate value of investing in
social as a priority channel
Source: Sprout Social, 2022
Social media is often talked about as a free, easy-to-
use marketing solution that creates instant
engagement and grows fans and followers over night.
How did we get here?
It’s so easy my
______________________
_
can do it!
Child / unpaid Intern / Neighbor’s dog walker
Social Media Isn’t Magic
It’s both art and science.
It requires a keen eye and listening ear to understand
trends, consumer insights and contextual clues to
help create and curate engaging content and cultivate
audiences.
Social Media Isn’t Magic
Large companies don’t invest in infrastructure
(culture, systems and support)
Small businesses often lack resources (staff, money,
tools)
Social Media Social Media
is an Integration, Not an
Add-On
To be most effective, social media must be integrated
into your marketing workflow — at every level, across
every department.
An Essential Element
Why Bring Social Media In-House?
At first, it might be cheaper to hire an outside agency
to establish and manage your social media presence
— it’s something you don’t want to or know how to
do, so it’s money well spent.
Until it isn’t.
Benefits of bringing social media
in-house
The more your team knows about how things work
within your company, they more helpful they can be in
ideating, creating, publishing and managing content
over time, which makes it so you can be creating
messages that are more relevant and engaging to
your audience.
Develop a Hive Mind
Your business generates a lot of data. It can be
helpful in understanding the role social media plays.
When you can start to see what is needed in real-time,
you can start to see how you can leverage social
media to help meet your business goals.
Leverage Data
When employees understand how much goes into
creating, mapping out and scheduling content, they’re
likely to be more supportive and knowledge sharing
becomes more effective.
Build
Transparency
When social media is shared by employees within a
company, knowledge is shared, rather than hoarded.
New employees can be trained by existing staff,
making it so that institutional knowledge is preserved
and actively maintained within an organization.
Train the Trainers
How to build a thriving social
media team
It’s important to articulate what your social presence
is trying to achieve. Once you know that, you can
tailor your approach accordingly & identify the metrics
used.
Define your strategy
Identify who will oversee social media management
and its supporting roles: creator, editor, ad/sales,
community manager, etc
Identify your team
& their roles
With a small team, you need to start small. It’s far
more effective to choose one or two channels and get
to know them well. Work on optimizing workflows, so
that when it’s time to add another channel, it can be
integrated effectively into the current process.
Focus on one or
two high-impact
channels
Consistency is the key to social media success. Keep
everyone organized about the content that needs to be
planned, created, reviewed, and published to maintain
a consistent schedule.
Stay Organized
Use your calendar to see what content needs to be
created and what content can be repurposed or
reused. Prioritizing content development opportunities
lets you plan ahead, saving time, money, and stress!
Work Smarter, Not
Harder
When social media helps your business, shout it from
the rooftops! Let everyone know how they played a
role in your social media success. The more people
see its value reinforced, the more people will start to
trust its role in the company’s structure.
Show Value to Get
Value
Social Media Takes a Village!
Questions?
marisa@strategicpeacock.com

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How to Bring Social Media In-House and Make it thrive! by Marisa Peacock, The Strategic Peacock | SIC 2022

  • 1. Marisa Peacock, The Strategic Peacock HOW TO BRING SOCIAL MEDIA IN-HOUSE AND MAKE IT THRIVE!
  • 2. 80% of business executives think it is very important or absolutely essential for their company to invest additional resources in social media marketing. Source: Sprout Social, 2022 Why Social Media?
  • 3. Social Media Challenges Persist Research shows that companies’ top social media challenges are: • Building a presence across multiple platforms • Little-to-no communication between departments • Not seeing the immediate value of investing in social as a priority channel Source: Sprout Social, 2022
  • 4. Social media is often talked about as a free, easy-to- use marketing solution that creates instant engagement and grows fans and followers over night. How did we get here?
  • 5. It’s so easy my ______________________ _ can do it! Child / unpaid Intern / Neighbor’s dog walker
  • 6. Social Media Isn’t Magic It’s both art and science. It requires a keen eye and listening ear to understand trends, consumer insights and contextual clues to help create and curate engaging content and cultivate audiences.
  • 7. Social Media Isn’t Magic Large companies don’t invest in infrastructure (culture, systems and support) Small businesses often lack resources (staff, money, tools)
  • 8. Social Media Social Media is an Integration, Not an Add-On
  • 9. To be most effective, social media must be integrated into your marketing workflow — at every level, across every department. An Essential Element
  • 10. Why Bring Social Media In-House? At first, it might be cheaper to hire an outside agency to establish and manage your social media presence — it’s something you don’t want to or know how to do, so it’s money well spent. Until it isn’t.
  • 11. Benefits of bringing social media in-house
  • 12. The more your team knows about how things work within your company, they more helpful they can be in ideating, creating, publishing and managing content over time, which makes it so you can be creating messages that are more relevant and engaging to your audience. Develop a Hive Mind
  • 13. Your business generates a lot of data. It can be helpful in understanding the role social media plays. When you can start to see what is needed in real-time, you can start to see how you can leverage social media to help meet your business goals. Leverage Data
  • 14. When employees understand how much goes into creating, mapping out and scheduling content, they’re likely to be more supportive and knowledge sharing becomes more effective. Build Transparency
  • 15. When social media is shared by employees within a company, knowledge is shared, rather than hoarded. New employees can be trained by existing staff, making it so that institutional knowledge is preserved and actively maintained within an organization. Train the Trainers
  • 16. How to build a thriving social media team
  • 17. It’s important to articulate what your social presence is trying to achieve. Once you know that, you can tailor your approach accordingly & identify the metrics used. Define your strategy
  • 18. Identify who will oversee social media management and its supporting roles: creator, editor, ad/sales, community manager, etc Identify your team & their roles
  • 19. With a small team, you need to start small. It’s far more effective to choose one or two channels and get to know them well. Work on optimizing workflows, so that when it’s time to add another channel, it can be integrated effectively into the current process. Focus on one or two high-impact channels
  • 20. Consistency is the key to social media success. Keep everyone organized about the content that needs to be planned, created, reviewed, and published to maintain a consistent schedule. Stay Organized
  • 21. Use your calendar to see what content needs to be created and what content can be repurposed or reused. Prioritizing content development opportunities lets you plan ahead, saving time, money, and stress! Work Smarter, Not Harder
  • 22. When social media helps your business, shout it from the rooftops! Let everyone know how they played a role in your social media success. The more people see its value reinforced, the more people will start to trust its role in the company’s structure. Show Value to Get Value
  • 23. Social Media Takes a Village! Questions? marisa@strategicpeacock.com