Structuring social media teams can range from employing a single person to organizing a battery of community managers or outsourcing to an external specialized agency.

1. Social Media MarketingEssential Guide for Businesses Structuring Social MediaListening Teams www.sysomos.com

2. Five Types of Social Media Teams There are 5 major ways of organizing Social Media listening teams in a company: The Community Manager The External Agency Social Media Call Center Social Media Switchboard Social Media Department

3. Team Duties: Listening and Replying Listening Real-time monitoring of online mentions of the brand and company names and other relevant topics Managing Determining social media conversations that require a reply Replying Sending out tweets and commenting on blogs, forums, and social networks Usually responding to Negative comments and complaints Sales inquiries Inquiries related to product and other company information Participation in discussion relevant to the industry

4. Listening Team Structure In this deck, we present different team structures for listening only There may be separate teams for in-depth analysis of social media conversations as part of Consumer Insights, Market Research and Product Development groups

6. Being the company's online voice by responding on the company's behalf on various social media channels such as in Blogs, Facebook or Twitter.

7. Reporting weekly and monthly on the organization’s social media activity.

9. Social Media Call Center 3 This listening team is structured exactly like a inbound customer support call center. The team’s responsibilities include: Sorting relevant content from irrelevant content. Ensuring social media mentions are effectively categorized. Determining which mentions require a response and the appropriate one for that particular situation If a team member comes across a mention from a high authority user or one that may be viewed as sensitive then the mention is then passed onto the PR Team Social media conversations Social Media Monitoring Platform Listening Team Team responds to customer’s comments. PR department responds to high authority customers. PR Department

10. Social Media Switchboard 4 The switchboard model works by analyzing incoming mentions from a SMM platform, checking for relevancy and then directing the mentions to the appropriate department within the organization. Once the mentions have reached the appropriate department they will be responsible for deciding which mentions warrant engagement. Each department will also be responsible for developing rapport with regards to social media activity Depending on the size of the organization, either a single individual or a team will be solely responsible for routing social media mentions to the appropriate department. Social media conversations Social Media Monitoring Platform Listening Team Switchboard Marketing, PR, Product Development, Stakeholders

12. Determining which mentions require a response

13. Maintaining the brand’s online presence by responding on the company's behalf in various social media spaces such as in blogs or Twitter. They may also be responsible for generating social media content for their respective brand.

14. Reporting, weekly, monthly on brand’s social media activity.

15. Development of social media campaignsSocial Media Monitoring Platform Social Media Department Brand Teams CommunityManager

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