2. Managing social media with
limited resources
Libby Hall, WestmorelandFlint

4. People Time Money

5. Small business advantages

6. Passion
Flexibility
Authenticity

7. Your social media team

8. Social media team
The Now Revolution Shift 3: Organize your armies

9. Social media team
• Content manager
– Writes content calendar
– Films videos, takes pictures,
writes blog posts or assigns
topics to bloggers
– Ensures new content is
created or gathered
– Might not touch actual social
space

10. Social media team
• Community manager
– Day-to-day listening and
monitoring
– Knows nuances of audience,
brand, social space
– Answers questions, watches
for problems
– Posts content from content
manager

11. Social media team
• Coach & booth
– Answers questions the
community manager can’t
answer
– Sets policies
– Doesn’t need to touch social
space

12. Players:
Content
managers
Players:
Community
Social
media
managers
Coaches &
booth

13. Determine content
Example: Mall
• Goal = get people into the mall
• Audience = people who shop at the mall

14. Determine content
• Fall fashion
– Photos/outfits with pieces from retailers
– Photos of mall shoppers with cute outfits
• Behind the scenes/inside info
– New store arrivals
– Behind-the-scenes of commercials
• Sales and coupons
– Retailer coupons
– Mall events like sidewalk sale
• Mall card giveaways
– Weekly reminders to enter
– Post weekly winner

15. Post
Winner Reminder behind-
announced to enter the-scenes
album
Commercial Post
starts airing behind- Reminder
the-scenes to enter
Winner
announced video
Poll Reminder
Post
question: Reminder about Sidewalk
Winner sidewalk sale
what’s your to enter sale coupon sidewalk
announced fave store? sale
Post Post poll
sidewalk Post fall
Sidewalk results and
sale album Reminder fashion
sale coupon
Winner to enter collage
announced
Post “street
Winner Reminder fashion”
announced to enter video
Red = Promotion
Blue = offline events
Green = other content

16. Finding efficiencies

17. Atomize content
=

18. Free listening dashboard

19. Get email alerts

20. Build a free listening dashboard

24. Questions?