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