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

Do you know this guy?

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

Here’s why: 65% 57% 78%of
companies use don’t monitor the of brands don’t planstaff to “do social competition to hire internally in media” on top of 2013 for social mediatheir 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

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

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

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

It takes a village.

Introducing theSOCIAL MEDIA FORUM

SOCIALMEDIAFORUM

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

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 ReviewReview 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!

And now this poor guy
becomes our hero!

But what about the costs?

To agency or not to
agency?

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

Thank You.QUESTIONS?Carrie KerpenCEOLikeable Media240 West
37th Street, 7th FlNew York, NY 10018P (212) 660-2458E carrie@likeable.com