Abstract
Due to the rapid pace at which the social media environment is evolving, many businesses — both large and small — are unsure how to structure and integrate their social media teams. Whether social media efforts are best led by one person or a group of people depends on the company’s size. This is crucial for achieving such business goals as brand awareness, product reputation and customer service, as well as supporting the corporate recruitment processes. Drawing on real-life experience, this case study offers insights into how best to get a social media team up and running from scratch, and — more importantly — how to ensure the whole company is involved. The case study provides advice regarding ownership of social media, the differences between centralised and hub-and-spoke structures for managing social media, key performance indicators and budget commitments, and also describes the four crucial steps for integrating social media into the organisation.
Published Version
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