The document summarizes a presentation about where social media belongs in organizations and how it should be managed. Experts discussed that social media currently fits best in a hub-and-spoke model managed across departments, but may eventually involve all employees. Proper social media management requires audience focus, collaboration, and aligning social goals with business goals.
12. Chris Baccus
Steve Rubel
Executive Director of Digital Media,
EVP Global Strategy &
GolinHarris
Insights,
Edelman
Gary J. Nix Adam Britten
Digital Marketing Community Manager,
Specialist, 16 Handles
Blue Fountain Media #LostInSocial
13. Gary J. Nix
Where does social belong?
Distinct department in marketing mix
@Mr_McFly
#LostInSocial
14. Gary J. Nix
How should it be managed?
Audience
Principles
Messages
Teamwork!
“When it comes to brand communications, they need to
work together for the ultimate success of the brand!”
@Mr_McFly
#LostInSocial
15. Gary J. Nix
How does digital/social marketing differ?
Faster
Forums for reactions
Amplified word-of-mouth
@Mr_McFly
#LostInSocial
16. Chris Baccus - GolinHarris
Where was social in AT&T structure?
Hub & Spoke
Report to agency PR
Corporate Communications
#LostInSocial @cbaccus
17. Chris Baccus - GolinHarris
Where is social in GolinHarris?
“Strategists”
#LostInSocial @cbaccus
18. Chris Baccus - GolinHarris
Where does social belong?
Lead role within PR, marketing OR customer
service…but….
“It is truly best handled as a managed
collaboration across the organization.”
#LostInSocial @cbaccus
19. Chris Baccus - GolinHarris
How should social be managed?
-Communicate
-Meetings
-Governance
- “Collaborative responsibility”
@cbaccus
#LostInSocial
20. Adam Britten – 16Handles
Where does social belong?
“Many brands try to silo social media into
a traditional category…realistically, social
media both lives on its own and crosses into
all of these departments.”
#LostInSocial @adambritten
22. Adam Britten – 16Handles
“If social media isn't driving business goals,
it isn't worth investing in.”
#LostInSocial @adambritten
23. Adam Britten – 16Handles
Which social media should be used?
Audience!
#LostInSocial @adambritten
24. Adam Britten – 16Handles
Who should do the social “listening”?
Hub & Spoke Model
“Central listeners”
#LostInSocial @adambritten
25. Adam Britten – 16Handles
How should social be managed?
Now: experts
Later: everyone!
#LostInSocial @adambritten
26. Steve Rubel – Edelman Digital
Where does social belong?
“It's best to have an integrator who can conduct
an orchestra…”
#LostInSocial @SteveRubel
27. Steve Rubel – Edelman Digital
How should social be managed?
Creation vs. Curation?
Second Screens?
#LostInSocial @SteveRubel
28. Steve Rubel – Edelman Digital
Looking ahead:
“In general, [social media management] will
become more holistic. More and more,
communicators will realize it's all
connected - not separate.”
#LostInSocial @SteveRubel
29. Conclusions
Now: Hub & Spoke is best
PR
Customer
Service
Hub Marketing
Sales
#LostInSocial
30. Future…
Everyone?
Employees as brand ambassadors
Sales PR
Customer
Marketing
Service
#LostInSocial