How to structure your social media team — Live from the Brands-Only Summit

Coverage of this session by Ryan Ronayne of Connect with him by following him on Twitter.

9:35 —'s Erin McDaniel introduces Keurig Green Mountain's Crystal King.

9:36 — Crystal asks, “What is your social media structure?” Most have 5-7 on their social media team. 83% of social media practitioners have social media on top of other responsibilities. Majority of people at major brands works at really small teams.

9:38 — Crystal talks about the keys to building your social structure: setting your business goals. Potential goals: accelerated sales, industry leader, drive innovation, sustainable growth, stellar customer service.

9:39 — Crystal shares an example: If your goal is stellar customer service, then the actual goal might be responding to messages and fans within a 2-hour period.

9:41 — Crystal: Think about if you are or will be international? Do you need software that can scale?

9:42 — Crystal says it's really important to understand who your stakeholders are. At Keurig, marketing is a big stakeholder. For you it might be Corporate Communications, Sales, Human Resources, Public Relations, etc. Find out who has the highest priorities out of your stakeholders. Each one will have different needs to meet.

9:43 — Crystal: Do you have consensus? Only 1/3 of social media executives think they have the buy-in from senior leadership.

9:44 — Crystal: When structuring your team, make your business goals match your stakeholders needs. Your research and development team might be interested in product feedback so you might need to run polls on Facebook.

9:45 — Crystal: Define your social media roles and how those match what will need to be accomplished. Content management is big for Keurig. Different stakeholders need different content.

9:46 — Internal vs. external roles/teams. Strategists, Analyst, project manager = social media agency. Community Manager, Education/training, content manager= moderation agency. Designer, blogger = digital media agency. Influencer relations, photographer, business unit liaison = PR agency.

9:47 — Crystal: Think about multiple scenarios and how your team will look when you outsource one area over another. Will you be able to scale.

9:48 — Team models: 41% are hub and spoke. Multiple hub and spoke “dandelion” is often used for large organizations. A goal to work towards. Holistic is a very rare model and it takes a lot of training to empower all your employees on social media — most aren't comfortable.

9:49 — Crystal shares some recommendations:

  • Plan for the future. Determine business and social goals. Plan 1-3 years out. Plan for roles based on those goals.
  • Think about scale. Develop a timeline for reaching those goals and building out the team. You'll gain respect from others while doing this.
  • Allocate or advocate for resources. Evangelize throughout the organization (really important). Find ways to get others as excited as you are about social at your organization.

Q & A

Q: Tips for free things or resources they could use?

A: Crystal: Altimeter, Ragan newsletters, and Twitter trending topics.

Q: How do you approach 24/7 monitoring?

A: Crystal: It's really hard to staff internally. Keurig doesn't monitor 24/7 — started just monitoring during working hours. If you set expectations it helps. Now using ICUC to monitor and respond. If outsourcing you have to decide if they can just monitor or if you want them to monitor and respond.

Q: How do you prioritize against business goals and how you staff against that?

A: Crystal: It's very tricky. What you need to do is figure out the very top level business goals and who are the biggest stake holders to reach those goals. Currently working with eCommerce who has very specific business goals and those are very different than recruiting. The big key if finding those stake holders

Q: How do you decide who creates the content? How does is work with other countries?

A: Crystal: Content in different countries is tough because of language. Set guidelines but you likely need others in those countries to work within the set guidelines to create the appropriate guidelines. You might need to look at an agency.

Q: Do you find it helpful to talk about stake holder objectives rather than pushing social objectives?

A: Crystal: It depends on who you're talking to. Social media isn't just a set of channels any more. Framing it up with the business objectives is important then if you can try to tie it back to the business objectives and what you're expecting to achieve.