How to Staff For Social Media

Companies often ask about how to appropriately staff for social media positions.  Like most things in social media, there isn’t a one size fits all answer.  Depending on the size of your company, your commitment to social media and the nature and number of mentions of your brand online, you may have a different structure or setup.

It is important to consider the unique needs of your organization with respect to social media.  If you are just getting started, it is usually helpful to begin with one social media champion who can get the organization on board with your social media plan.

Many organizations will have multiple people posting to their social media accounts. This helps to be sure that there is a constant stream of content, and allows multiple people to contribute to answer questions.  For example, representatives from marketing, customer service and PR may all contribute to posting and responding on social media sites.

The Altimeter Group provided information about how companies are staffing social media roles.  The chart below shows the ratio of employees to # of people posting on a social media site.  Based on the chart below, for a company with 1,000 – 5,000 employees, there are about 5 – 25 people posting on social networks.

Over time, most social media analysts expect that organization will have more people posting on their social networks.  As general staff becomes more comfortable with social networks, the need for specific “social media” positions may begin to decline.


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