Structuring a social_media_team

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Transcript of Structuring a social_media_team

  • 2. Executive SummaryYou know youre swamped trying to keep up with social media. Would it help to know everybody else is?In a first of its kind, a Ragan/NASDAQ OMX Corporate Solutions survey digs into the social media profession in thecorporate world, nonprofits, and government, unearthing answers to the most pressing questions that perplex the proswho juggle social media. The findings are all in our white paper, Structuring a Social Media Team.To map out the landscape of the profession, we surveyed 2,714 respondents online. We asked communicators,marketers, public relations pros and others whether they have someone who focuses exclusively on social mediaor ifthey juggle social media on top of their traditional duties.We dug deep on measurement, finding out precisely which tools your colleagues favor, and whether theyre satisfiedwith the data theyre gathering.We were nosy enough to ask about salaries, and if theyre expected to grow in 2013. Anddont tell the bosswe gotrespondents to spill the beans on whether the CEO supports their effort, shrugs it off, or tweets so wildly, the messagesuffers.Best of all, we invited comments, enriching our results with candid outtakes from the life of a social media professional.Respondents from for-profit corporations made up 58 percent of the total. Nonprofits amounted to 24 percent, while 7percent came from government. (About 11 percent answered other.)Organizations of more than 1,000employees constituted 28 percent of the How many people does your organization employ?total; the vast majority were under 1,000,and 23 percent worked for organizationsemploying fewer than 25. Self employed 3% 3% 5%Social media are revolutionizing 4% Less than 25communications. But if your organization 5% 25-50isnt committing additional resources,dont feel left out. Youre not alone. 51-99Read on for the results. 13% 23% 100-499 500-1000 1,000-4,999 8% 10% 5,000-9,999 10,000-24,999 18% 8% 25,000-49,999 More than 50,000 2
  • 3. Major Findings in Do you have a team of people who workFive Key Areas: exclusively on social media?StaffingSixty-five percent of respondents do 5%social media on top of their other 3% Yesduties. For those who do social media No, social media tasks areexclusively, nearly 83 percent work onteams of three or fewer. 27% assigned on top of current job responsibilities.Measurement and monitoring No, we outsource all of our socialSixty-nine percent are dissatisfied media efforts.or only somewhat satisfied withhow they measure social media.Only 31 percent are satisfied or 65% Both, we have an internal department and use an outsidevery satisfied. And many say they agency/partnerlack the time to track data or arenteven sure what to measure.Budgets and salariesOnly 28 percent saw their budgetsexcluding salaries and benefitsincrease this year, while 69 percent stayedthe same. Prospects were only slightly better for 2013, with 62 percent of budgets remaining static.Salaries for social media manager or director also showed wide variation, with 21 percent earning in the $25,000-$35,000 range, and 22 percent earning from $65,000-$90,000. Five percent earn top salaries, which hoverabove $125,000.Platforms and effortsA lot of people are still figuring out social media. Only 13 percent describe their efforts as advanced. Slightly morethan half agreed with the statement, We keep our heads above water, but not by much. Another 23 percent describethemselves as newbies.Facebook is by far the most popular platform, with 91 percent of respondents maintaining a page there. Twitterfollows closely, with 88 percent, while 69 percent use LinkedIn.Who owns social media?Ownership of social media is murky, and the question may even become pass as numerous departments withinorganizations jump in. Slightly more than 70 percent of respondents say marketing is involved, with 69 percentreporting that public relations played a role. Corporate communications trailed, with 49 percent.Read on to dig deeper. 3
  • 4. StaffingSize of Staff How many people work exclusively onMost organizations dont have an employee social media?who focuses exclusively on social media. Sixty-five percent of respondents do social mediaon top of their other duties. For those who dosocial media exclusively, nearly 83 percent work 9%on teams of three or fewer. 9%Some 42 percent say only one person works 1exclusively on social media, while only 9percent report teams of more than six people. 42% 2-3 Im a one-woman show, 4-6 so I do everything. But 40% 6+ no one does my social media for me.Hiring Plans Does your company plan to hire moreThe majority of respondents (68 percent) didnt people to help with social media next year?expand their social media department in 2012,and 78 percent dont plan to hire in 2013. We did not expand the department, but more of 22% Yes our clients wanted to adopt a social media element for our public relations plans. No 78% 4
  • 5. The Role of Interns What do interns help your company with?Twenty-five percent of respondents say an internhelps with some aspect of social media, while theremainder agreed with our emphatic No way! Facebook 78%The lack of interns didnt surprise experts weinterviewed. Whether to involve them, says one, Twitter 69%depends on these questions: Is social mediasimply something you do because you must? YouTube 29%Or is it an activity that involves interaction withcustomers and drives business? Blog posts 28% Yes, our social media strategy Pinterest 22% is handled by interns but, no, our interns are not in LinkedIn 19% constant rotation. Each of our interns is a graduate of the Creating online articles 19% university and committed to alumni advancement. Google+ 16% Instagram 11%Of those who have interns involved, Facebook isthe most popular place for them to help out, with