As social media continues to establish itself as a bona fide communications function and as companies continue to increase the scale of their social media programs, they’re running into a new set of problems. These problems go beyond the 101 “which channel is right for us” decisions, and onto more advanced dilemmas.
- How do you translate a high-engagement approach to community management when you’re dealing with millions of fans?
- How do you ensure that a large social media team stays coordinated?
- How do you ensure your content stays interesting and engaging when you’re pulled in a dozen directions by a slew of internal stakeholders?
I know these challenges well – I’ve spent the last six months leading a team planning and executing a global social media program for a well-known global brand (and Edelman client). Before that, I spent two years leading North America-wide teams focused on audiences ranging from top-tier influencers through to consumer bases of millions.
Out of that comes a new series of posts, focused on how to manage social media at scale.
Together we’ll explore topics including:
- Organizing global social media teams
- The balance of global/local
- Content strategy in a multi-stakeholder mix
- Engagement at scale
- Advocates vs influencers, and why that difference matters
- Setting effective and appropriate objectives
- Measuring social throughout the campaign lifecycle
What else would you like to see in this series?