Introducing the Social Media at Scale Series

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?