Social Media Managers a Must for Campaign Success — Part II

Feb 21, 2012


The team at has been asked many times to play maestro to a client’s social media marketing (SMM) campaign.  As Orange County social media experts, we’re always glad to help.

In Part I of this post on SMM, we reviewed all the elements and strategies necessary for executing a viable campaign.

As companies both large and small develop their social media programs, responsibilities and resources need to be allocated, and that leads to accountability and task “ownership.”

For successful social media adoption within organizations, it’s important to establish social media goals and responsibilities in different parts of the organization, and with outside, third-party service providers, as well.

As resources and accountability are identified, the different departments and support agencies can work to cross-pollinate efforts and work together as a team. Doing so helps those responsible for social media program operation and control to leverage combined team-member efforts.  From an implementation standpoint, it also helps avoid conflicting representation of the brand.

The challenge to the enterprise is in keeping track of the many details involved in utilizing all of the various social media tools while controlling the process. The incessant demands for attention and action in social media outreach require a company to make significant commitments of time and money.

Most companies simply do not have the bandwidth to handle social media interactions themselves, especially social media monitoring and B2C community management.  Also, most companies don’t have the skill set to design, code and run a full-throttle social media marketing campaign. So, most companies will outsource these functions in one form or another to an external specialist digital marketing agency.


Whether you choose to outsource the social media process entirely or hire assign someone in-house to do the job, being proactive in managing your online social network presence is essential.

And even if you do outsource the heavy lifting to an outside agency, the company must still provide an internal social media contact to serve as the liaison to maintain open communications on all aspects of the program.  Most companies combine outside service providers with inside employees to handle distinct aspects of the social media management job.

Point Person—Social Media Manager

A single, empowered “point person” (some organizations give them the title “Social Media Manager” or “Community Manager”) is generally given the assignment to lead the operation and make sure the company’s social media program succeeds.

The Social Media Manager can either be an external professional working for an agency and providing services to the client company, or an inside company employee.

In either case, the role has defined responsibilities.

The Social Media Manager implements the company’s social media strategy, monitors and moderates its social media presence (like your Facebook page), develops brand awareness, generates inbound traffic and encourages product adoption. This role coordinates with the internal marketing (and PR) teams to support their respective missions, ensuring consistency in voice and cultivating a social media referral network.

But the successful Social Media Manager does not work completely alone. Take time to choose a skilled team who can support the leader in charge of executing your social media plan. It is not about the quantity, it is about the quality.  Experienced and established skills are highly valuable.

The Social Media Manager trains and mentors the team, develops a clear set of engagement and social media guidelines, manages project workflow and executes on campaigns using a full array of social media tools and services.

The Social Media Manager is responsible for developing and managing all content, process and systems, for monitoring different channels, aggregating all data and conversations and assigning tasks (reply to a comment, review, tweet, etc.) to other specialists within the organization. For example, once the manager receives a reply from a specialist, the manager would then wordsmith the reply and post it publicly from the company’s perspective.

This “manager” approach is best suited to organizations making the transition into the social environment because it allows for some control in terms of messaging and ensures your brand has a singular voice. On the other hand, having one point person creates time management challenges as they may experience high volumes of work, while at the same time have to ensure the timeliness of replies from specialists in the organization.

The challenges will never go away, but you can have a successful social media campaign launch and ongoing program if you pay close attention to managing the process from beginning to end.

Part I: Social Media Marketing Campaign Management

Contact DigitalEYE Media for information on how to Manage your Social Media Marketing campaigns: P: 657.229.8394;