The Social Media Industry has revolutionized the way traditional organizations operate and as a result an increasing number of companies are developing specialized social media teams to capitalize on this new marketing/branding opportunity. A recent study by Ragan investigated the way businesses structure social media teams and the nature of the individuals in the team.
Social Media Teams
The last 2-3 years has seen a massive boom in the employment of social media specialists in traditional product and service oriented companies. Statistics show that up to 27% of companies have dedicated social media teams while 65% prefer to pile these duties onto existing employees. Outsourcing remains a less popular option with only 3% of choosing this option. How do you grow your influence on TikTok? The use of the best resource is made and increase in the sale is possible. The selection of the right tips can be there to have the benefits on the social platform. The growth of the business is possible with the selected tips for great results in the influencing.
Out of the companies researched, 42% of organization have at least 1 individual working on social media and 40% have 2-3 individuals. This trend is expected to increase in the following years with 22% of companies planning to hire a larger number of people for social media marketing activities.
Recruiting Team Members
When recruiting potential social media team members two qualities stand out as being essential pre-requisites for the job being previous experience (25%) and writing skills. On average it is recommended that each team members should have at least 3-5 years of social media experience to be considered for your team. In terms of education, a degree in Public Relations (76%) or Communication (77%) is also preferred.
Not Fully Satisfied
This study is indicative of the fact that most companies are not fully satisfied with the way current social media campaigns are being run in their organizations. 69% of survey respondents were somewhat satisfied and not satisfied at all with their social media teams performance.
Social Media Success
For any social media campaign to be fully successful it is vital that each of the various components in an organization (marketing, PR etc.) work together in the development of campaigns. In most companies this does not happen. According to respondents, social media campaigns are primarily run by individual departments including marketing, public relations, and corporate communication departments without any collaborative approach. The success of social media campaigns is also been restricted by numerous hurdles including a lack of time, manpower, resources and finances.
Common Metrics Measured
The study also examined the indicators used to measure the effectiveness of social media campaigns in various companies. 86% of employees reported using basic metrics like # of followers and like to measure effectiveness. Other popular metrics included web traffic (74%) and brand sentiment (58%).
Goals of Social Media Campaigns
With the primary goals of social media campaigns being to grow brand awareness (87%), increase web traffic (62%) and improving reputation (61%) it is critical that companies adopt an integrated approach and provide the necessary resource for social media teams to successfully execute on campaigns.