The organisation around social media is not a single structure, meaning that the real work has only just begun.
So how do you structure an internal organisation?
As a company grows and executives get involved, strategies need to anticipate the issue of organisational models and meet the needs of companies increasingly focused on a cohesive customer experience and digital integration.
The 2015 State of Social Business by consultants Altimeter illustrates the shift made by numerous brands from an ad hoc social company strategy to a global social strategy.
SOCIAL MEDIA ORGANISATION
Let's take a look at the five social media organisational models.
Internally, social media grows organically. These are the first team structures that emerge. Although this structure is perfectly suited to SMEs, it is dangerous to brand integrity and customer support in terms of uniform messages.
Conversely, among communities, these teams are considered authentic and close to customers.
First cohesive organisation. These centralised teams act as the first step towards a hub & spoke system and the introduction of standard operating procedures. Ideal as a PoC. As far as the social media team is concerned, the social media team is concerned, the responses are rapid and the words are pooled. Governance is put in place gradually. In organisational terms, the risks are clearly reduced.
In practice, a central team coordinates social activities: definition of best practice rules, procedure, etc.; social media spreads more widely in the organisations.
This introduction is an extract from the chapter dedicated to Social Media Management Tools in the Yearbook 2019 (Nexton) ; click below to download the long version: