Workflow management is crucial to any social media team supporting a small-to-midsized organization, including yours. A team of four or five people maintains all your organization’s social media accounts, but small tasks can accumulate and overwhelm. Just like your communications team, your social media team needs the support of all departments to succeed.
Which team member handles which social media account(s)? How will the team get content to share? What are the ground rules for speaking to journalists through a social media platform? These are all examples of important questions that need definite answers so that your organization’s social media strategy is deployed effectively.
Here are five ways that your internal social media team can distribute work among the group and execute your organization’s strategy seamlessly:
Designate department social media liaisons.
If your team handles organization-wide social media engagement, then they’ll need content from just about all departments to provide your audience(s) with a composite picture of your organization’s work. The team should work with these departments to designate at least one person within who will flag shareable content and funnel it to the team.
Department liaisons should be clear about when and how often the social media team needs content. The amount of content to be shared will be left to the departments’ discretion. However, if those staff members care about the visibility of their work, then this shouldn’t be a problem.
Divvy up social platforms.
Your social media team should be assessing their workload and making clear determinations on which team members will be responsible for what. Maybe your organization holds multiple Twitter accounts, so two team members may split those and handle an additional two or three other social media accounts each.
Revisit the social media guidelines document with department liaisons.
Your social media team should review this document with department liaisons so that they understand how content is shared, what content is appropriate and how the team responds to a variety of situations like speaking to members of traditional media, customer complaints and negative comments.
Create a workflow diagram.
Your department liaisons know their deadlines. Your social media team has split responsibilities among team members. Department liaisons and the social media team are clear on engagement guidelines. Now it’s helpful to diagram the workflow so that an easy-to-understand visual exists of how content moves from department staff to your audience(s). This diagram will also help your team see and correct holes or stumbling blocks in the workflow.
Share with us: What techniques does your social media team employ to obtain and share content? What roadblocks do you encounter and how do you overcome them?
Read 6 Myths Blocking Your Social Media Engagement, our special report that addresses misconceptions that are keeping your company from investing time into tools that will can help increase two-way communication with your customers—current and potential. Print this report. Read it on the train ride home. Highlight key points. Share it with your colleagues. And please, jump in the social media marketing game and get started.