Social Media Team- Building Structure, Not Just Campaigns

A Team! What is the U.S.A. team’s schedule for this World cup campaign? Whenever any world cup arises or any tournament is scheduled in which team U.S.A. is contesting, we all are curious to know about the schedules, team squads, and all to show our love and support. Likewise in the world of social media a strong dedicated social media team is the players and its followers are its supporters. Therefore building a balanced team structure is important to manage this team.

In today’s digital landscape, a well-structured social media marketing team is essential for social media management companies, digital marketing agencies, PR agencies of celebrities and influencers, brands, and many looking to build an online social media presence. A cohesive, versatile social media team ensures that marketing efforts are aligned with broader business goals for long-term success.

Social Media and Team- Definition, Roles and Needs

Every other parameter of our daily lives has gone digital, from movies, songs, sports, and even businesses, whether small or big, to the professional services of doctors and finance professionals. The World is on social media, and so are you!

Definition

Social media includes websites and apps that allow users to create, share, and interact with content or engage in social networking. It enables individuals and businesses to communicate instantly with their audience by sharing text, images, videos, and links.

Popular platforms like Facebook, Instagram, LinkedIn, Twitter (now X), and TikTok provide spaces for real-time engagement.

A social media team is a group of professionals dedicated to managing a brand’s presence across various social media platforms. This team typically includes roles such as social media managers, content creators, community managers, and analysts.

Together, they strategize, create, and monitor content, engage with the audience, and analyze performance metrics to enhance visibility and interaction online. The collaboration among team members is essential for crafting effective social media strategies that align with business goals.

Roles

The main role of a social media team is to grow the business by strategically creating content, and social media ads, and engaging with the target audience on different social media platforms.

The social media team is crucial in crafting and executing a brand’s online strategy. Their roles include developing engaging content, managing social media platforms, analyzing performance metrics, and fostering community engagement. They also respond to audience inquiries and monitor trends to ensure the brand remains relevant.

Needs

When building your social media team, start by assessing your needs and challenges. Define the team’s role within your overall strategy and set clear objectives, like increasing brand awareness or generating leads. Don’t forget to budget for salaries, workspace, technology, and advertising costs. Taking these steps ensures that your social media efforts are aligned with your business goals and are financially sustainable.

Behind the Scenes

The Social Media Team Structure Hierarchy

Understanding the social media team structure hierarchy is crucial for building an effective in-house team. Each role, from the social media manager to community managers and content creators, plays a distinct part in achieving overall goals.

A well-defined team structure facilitates collaboration and ensures that all members work towards common objectives, enhancing efficiency and communication. By clearly outlining responsibilities, brands can maximize their social media efforts and better engage with their target audience.

Social Media Director

Role, Camera, Action, Cut. The Lead of Social Media Team Structure

Being a social media director means taking charge of the entire online presence of a brand. It’s about more than just posting updates; this role involves strategic thinking, data analysis, and creativity. It oversees a brand’s social media presence, developing social media strategy to enhance engagement and grow the audience across the brand’s social media platforms.

Key Responsibilities

• Meeting with clients or stakeholders to identify goals and ensure everyone is on the same page.
• Developing a content strategy that aligns with marketing goals. This strategy must consider both immediate needs and long-term objectives.
• Overseeing the creation of high-quality content, whether it’s written posts, videos, or graphics.
• Managing content distribution across different social media platforms. Consistency matters, whether it’s Instagram, Facebook, or LinkedIn.
• Setting up and maintaining a posting schedule using tools like RecurPost to automate and streamline content publishing.
• Monitoring performance metrics such as engagement, reach, and conversions, then analyzing those numbers to determine what’s working.
• Reporting findings and adapting strategies based on data. It’s all about continuous improvement to get the best results from social media efforts.

Skills

• Knowing how search engine optimization (SEO) works is key to ensuring that content is seen not just by the brand’s followers but by potential new customers too.
• A social media director should be able to adapt the brand’s tone and brand voice across various posts, ensuring everything feels cohesive and on point.
• Handling multiple successful media campaigns across various platforms requires strong organization and time management skills.
• The social media director leads a team of content creators, social media specialist, and sometimes social media managers. Knowing how to delegate and motivate a team is crucial.
• The ability to monitor and analyze engagement data and conversions—helps a social media director make informed decisions about the content and overall strategy.

Social Media Manager

The Head of Social Media Team Structure

A Social Media Manager is far more than just someone who posts updates on a brand’s social media accounts. A manager’s responsibilities are both regarding the company’s brand & product, and the social media team itself.

Key Responsibilities

• Develops and implements strategies that align with the company’s business goals. This includes setting objectives like increasing engagement, driving traffic, or improving brand exposure.
• Traces the strategy, plans campaigns, set goals, and deadlines;
• Brings brand & product awareness and builds an online reputation
• A social media manager analyzes data to measure the success of posts, social media campaigns, and overall strategy.
• Keeps in touch with the key stakeholders (the client – if you’re an agency, other Marketing departments, other departments in the company).

Skills

Soft skills: It is no secret that a Social Media Marketing Manager should bring a big impact on your marketing strategy and this is why you need to pay attention to their soft skills. Creativity, copywriting, and a keen eye for design are the three most important soft skills to look after.

Then you need to look for a team player with leadership skills, so you make sure your future social media team will be managed by leading in the right direction in line with your culture fit. 

Hard skills: The Social Media Manager knows the industry very well, has a lot of connections and most importantly, masters a lot of hard skills. The most important aspects you should look after our digital expertise (staying up to date with the latest social media trends) with a pinch of social media management tools, SEO, and client service.

 Make sure the social media team leader you bring is willing to share the knowledge and has an appetite for teaching others.

Social Media Content Creator and Curator

The One with the Right Words

A content creator is responsible for producing original, engaging material like posts, videos, and images tailored to a brand’s audience across social media platforms. They focus on creativity, storytelling, and ensuring the content resonates with viewers.

A content curator, on the other hand, selects and organizes existing content from various sources to share with the audience. Their role is to provide valuable, relevant information while maintaining the brand’s voice and strategy, enhancing engagement by offering a mix of original and curated content.

Key Responsibilities

• Stay on top of industry news;
• Create both micro and macro content;
• Share and publish the content on all social media platforms;
• Keep the social media content calendar up-to-date;
• Collaborate with the designer

Skills

• Knows how to manage the social media platforms and at least one content management system;
• Aware of SEO basics;
• Time management skills;
• Research skills.
• Strong copywriting skills

Social Media Community Manager

The person who’s always ready for a conversation!

The community manager is the one who interacts with the audience personally. Wherever your brand is mentioned, your community manager should be there to answer questions, thank customers, and so on. Sometimes, the community manager can create a personal profile and interact with the audience on behalf of your brand.

Key Responsibilities

• Engage in conversations wherever the brand is mentioned or where there is a comment on your brand’s pages.
• Manage brand advocates and other brand lovers;
• Try to build a relationship between the brand and the audience;
• Additionally, if the community manager uses a personal profile, he or she should work on building the brand visibility where needed.

Skills

• Clear and engaging in both written and verbal interactions with the audience.
• Understanding and responding to community needs and concerns.
• Managing crises, resolving conflicts, and offering solutions.
• Developing engaging content and activities to foster community participation.
• Tracking and analyzing community engagement metrics to improve strategies.

Social Media Advertiser

The one who knows how to budget for maximum impact

A social media advertiser is responsible for creating and managing paid advertising campaigns across various social media platforms. Their job involves targeting specific audiences, optimizing ad performance, and ensuring that campaigns align with the brand’s overall marketing strategy.

They focus on boosting brand visibility, driving traffic, and increasing conversions through sponsored posts, display ads, and other forms of paid promotion. Social media advertisers use data analytics to refine campaigns and achieve the best return on investment (ROI).

Key Responsibilities

• Collaborates with the Content Creator and Designer to develop advertising assets for target customers
• Defines and sets target audiences for social ad campaigns 
• Manages the social advertising budget for campaigns
• Oversees A/B testing parameters and scheduling of the ads

Skills

• Deep understanding of social media platforms and strong budget management abilities.
• Confidence in taking calculated risks
• Hiring someone with good content creation skills; an advertiser who can independently produce compelling messages for your target audience engagement.

Social Media Analyst

The One that Has the Answers

A social media analyst is responsible for evaluating a brand’s social media performance by tracking metrics and analyzing data. They provide insights into audience behavior, campaign effectiveness, and engagement trends.

Their main goal is to support the team with directions and insights. Social media analysts help organizations enhance their overall marketing strategies and achieve better results in their online presence.

Key Responsibilities

• Study industry trends, tools, and social media platforms;
• Ensure the brand reaches the social media goals (awareness, sales etc.)
• If you have a new business, define the audience;
• Provide reports when needed.

Skills

• Strong analytical skills;
• In-depth knowledge of social media platforms;
• Social science knowledge;
• Knowledge of social media management tools like Recurpost.

Social Media Graphic Designers/Video Editors

The one who plays with images and videos

A social media video editor specializes in creating and editing video content tailored for social media platforms. This role involves transforming raw footage into engaging videos that capture the audience’s attention, adhering to platform-specific formats and trends. They work closely with content creators to ensure the videos align with the brand’s message and aesthetic.

Especially with the evolution of video content, graphic designers are playing a big role in your social media team. But images, logos, and illustrations are also a big part of a graphic designer’s day-to-day job.

Key Responsibilities

• Align work with brief requirements
• Work together with the content creator and also communicate with other members of the team and stakeholders;
• Create images, videos, animations, illustrations, logos, and other visual materials.

Skills

• Knowledge of design and video tools and software (Photoshop, Illustrator, CapCut, Final Cut Pro X etc.)
• Strong communication skills.
• Attention to detail.

Social Media Influencer Manager

The One that Loves People

The social media influencer manager role, as the trend of collaborating with industry influencers proved to be a fruitful one. The influencer manager is not really involved with the business’ social platforms. Instead, he or she is in charge of managing relationships with local influencers, industry influencers, and PR teams of celebrities, ensuring that content on the influencer’s pages aligns with the company’s values.

Key Responsibilities

• Get involved in social media campaigns that contain influencer activities;
• Maintain the relationship with influencers;
• Create & monitor content for influencers;
• Curate content for the company’s social media pages;
• Research new influencers, competitors, audiences, and stay on top of the news, and technologies.

Skills

• Knowledge of the company’s industry new
• Strong social media expertise;
• Flawless communication skills;
• Project management.

Social Media PR

The One with the Good Story

The PR team is also your friend for both advice and content ideas. Whenever there is an event coming up, a feature launch, or a press release, the PR team should work together with the social media team so this information appears on social media platforms also.

Besides all these important occasions, the PR team has a similar profile to the social media team. They should help each other whenever there is a chance.

Key Responsibilities

• Track social media conversations and trends related to the brand.
• Handle negative feedback and potential PR crises effectively.
• Plan and execute social media campaigns to boost brand visibility.

Skills

• Strong verbal and written communication skills for effective interaction.
• Ability to create innovative content that captivates the audience.
• Proficiency in analyzing data and social media metrics.
• Flexibility to adjust strategies based on changing trends and audience feedback.
• Skills in fostering connections with influencers and media personnel.

Social Media Human Resources

 The One For the People, By the People, Of the People

Your HR team is not there only to help you recruit the social media team. They can add great value to certain campaigns, and no employer branding campaign should happen without them.

Another scenario where you can collaborate with the HR team is when your audience asks HR/people-related questions. Nobody knows human behavior better than this team.

Key Responsibilities

• Develop and promote the company’s brand identity on social media to attract top talent.
• Utilize social media to share job openings and engage with potential candidates.
• Foster a sense of community by sharing employee stories and highlighting company culture.
• Manage any negative feedback or issues related to workplace culture or employee experiences.
• Monitor engagement metrics to evaluate the effectiveness of HR initiatives on social media.

Skills

• Articulate messages clearly and effectively across various platforms.
• Develop engaging content that reflects the company’s values and culture.
• Analyze social media metrics to assess and refine strategies.
• Handle sensitive issues tactfully and efficiently.
• Cultivate relationships with current employees and potential candidates through social media engagement.

Social Media Brand Manager

The Voice behind Brand’s storytelling

A Social Media Brand Manager oversees a brand’s identity and presence across social platforms, ensuring consistency and engagement. It is responsible for crafting curative social media posts to elevate the brand’s social media presence.

Key Responsibilities

• Develop and implement social media strategies.
• Manage and grow brand presence on multiple platforms.
• Oversee content creation and brand messaging.
• Analyze campaign performance and audience engagement.
• Collaborate with other departments for cohesive brand messaging.

Skills

• The brand manager should be the social media team’s best ally for both big events and daily routines.
• Responding swiftly to negative feedback or issues to maintain brand reputation and trust.
• Understanding demographics and preferences to tailor content that resonates with target audiences.
• Designing and executing campaigns that effectively promote brand awareness and measure performance outcomes.

Social Media Team Structure

Size that matters

There’s no one-size-fits-all answer for the ideal size of a social media team structure. While the average team consists of three people, the best structure depends on your specific needs and budget.

Ideally, each role in social media should be filled by a specialized employee, but it’s perfectly fine for one person to handle multiple responsibilities, like being both a content creator and a community manager. Start with a clear strategy to guide your decisions.

Types of Social Media Teams Structure

There are many ways you can build your team, for managing social media profiles, accounts, tools, and everything by various social media teams.

Agency Teams – Dedicated to One and Many Clients

An external agency manages social media for a brand, providing specialized expertise. Social media agencies collaborate with other companies and provide social media services for them. Depending on the company’s size, the social media agency can dedicate one or more teams to a single client. Some examples are digital marketing agency, content marketing agency and others.

In-House Teams- The backbone of Social media marketing teams

The in-house social media teams can be categorized depending on their role in the company, the company’s structure, and the company’s size. A dedicated internal team handles all social media functions. There are management teams. These teams usually give feedback and approve what the agency’s social media team produces.

Centralized Teams- The pool of various Social Media Managers

Centralized teams consist of a dedicated group that oversees all social media efforts within an organization. This structure allows for consistent messaging, branding, and strategy across various platforms. These teams streamline decision-making and resource allocation, ensuring that all content aligns with the company’s overall objectives.

Decentralized Teams- The heads of their departments

Decentralized teams empower different departments within an organization to manage their own social media efforts. Each team can tailor content and strategies to suit their specific audience and goals, fostering greater creativity and relevance. This structure encourages local engagement while allowing for unique brand expressions across various platforms.

Hiring a social media team- seeking people, sourcing talents

You know what type of team you need, how to manage it, what tools to use, but how do you hire the right people?

When hiring a social media team, consider the following points:

Skills and Experience: Look for candidates with relevant experience in content creation, analytics, and engagement strategies.

Cultural Fit: Ensure they align with your brand’s values and culture for cohesive messaging.

Diverse Expertise: Aim for a team with a mix of skills, including graphic design, copywriting, and community management.

Adaptability: Seek individuals who can quickly adjust to trends and platform changes.

Collaborative Mindset: Choose team members who work well with other departments for integrated campaigns.

Establishing Team Goals: A Touch of Discipline Goes a Long Way

Set purposes – for the business, for the team, for the campaign, and for tasks.

Plan – together with the team.

Set deadlines – in order to measure progress and to work at full capacity, set realistic deadlines for every task.

Track –  both the team and the projects.

Help – the team and let the team help you.

Social Media Team Skills- The Art of Engagement, one skill at a time

When it comes to social media, any skill, passion, or hobby can spark great ideas for the team. However, essential skills for teamwork include:

Teamwork: Effective communication is crucial, not just technical skills.

Time Management: Team members should be adept at meeting deadlines.

Flexibility: Creativity thrives in adaptable individuals willing to take on various tasks.

Organizational Skills: Employees should know how to plan effectively and maintain order in their work.

The Impact Players: How Social Media Team Structure Drive Campaign Success

The social media team plays a vital role in executing social media campaigns by strategizing, creating content, and engaging with the audience. They develop campaign themes, schedule posts, and monitor interactions across platforms.

Additionally, the team analyzes performance metrics to refine strategies and enhance engagement. Collaboration among team members ensures that each campaign aligns with the overall marketing goals, driving brand awareness and community engagement effectively for a wider social media presence.

Some of the viral campaigns are noted below:

#ShareACoke by Coca-Cola: This campaign encouraged consumers to find personalized Coke bottles with their names, promoting sharing and social engagement, resulting in increased sales and social media buzz.

#LikeAGirl: Always launched this campaign to challenge stereotypes about girls, empowering young women and sparking widespread discussions on social media.

#InMyFeelingsChallenge: Drake’s song inspired fans to create dance videos, going viral on platforms like TikTok and significantly increasing the song’s popularity and engagement.

https://www.youtube.com/watch?v=_zji6o6h8PM

Conclusion

There is no one-size-fits-all social media team structure, but with some vision, strategic planning, and leadership buy-in, you can make it to your dream state. Now that you know how your team can benefit from additional resources, now is the time to invest in your dream social media team.

A well-structured social media team is essential for boosting a brand’s performance across various social media channels. By clearly defining social media team roles such as managers, content creators, and analysts—teams can efficiently handle everything from content creation to community engagement.

The collaboration of diverse skills ensures that all aspects of campaigns are covered. With the right mix of expertise, a perfect social media team structure drives consistent engagement, growth, and success across platforms, maximizing the impact of the brand’s digital presence.

Frequently Asked Questions