Structuring a social media marketing team is vital in the business world today. This team plays a pivotal role in shaping how businesses interact with their audience.
Mastering this process can transform your company's online presence. It helps ensure the right messages reach the right people at the right time. I speak from experience from running my own marketing agency, GrantSpark.
But first, let's talk about the Social Media Marketing department structures you have to choose from.
Best for Growth Marketers
Best for Paid Ads & CMO's
Best for eCommerce Marketing
Table of Contents
Structuring Social Media Marketing Department
There are two main types of department structures based on company size and resources.
- Social Media Marketing department structure by discipline
- Org Type: Traditional corporate departments
- Best For: Midsize/Enterprise companies
- Social Media Marketing department structure by function
- Org Type: Employees are grouped by activities and objectives
- Best For: Small to Medium Sized Business (SMB)
Let’s go in-depth to each one of them.
1. Social Media Marketing Department Structure by Discipline
Discipline-based structure involves building teams centered around various marketing disciplines. For example, SEO, Content, Market Research, and Product Strategy could each form separate teams within a department.
|Discipline||Key Skills||Potential Roles|
|Content||Writing, Creativity, SEO Knowledge, Multimedia Production, Editing||Content Strategist, Content Creator, Copywriter|
|Strategy||Market Research, Trend Analysis, Decision Making, Brand Awareness, Budgeting||Social Media Manager, Social Media Strategist|
|Analytics||Data Analysis, Reporting, Social Listening, Critical Thinking, Google Analytics||Data Analyst, Social Media Analyst|
|Community Management||Customer Service, Communication, Empathy, Crisis Management, Moderation||Community Manager, Social Media Specialist|
|Advertising||PPC Knowledge, Ad Design, A/B Testing, ROI Calculation, Advertising Analytics||Social Media Ad Specialist, PPC Analyst|
|Influencer Outreach||Networking, Persuasion, Negotiation, Influencer Assessment, Campaign Management||Influencer Marketing Manager, Influencer Relations Specialist|
|Design||Graphic Design, Branding, User Interface, Creativity, Adobe Suite||Graphic Designer, Social Media Designer|
|PR||Public Relations, Communication, Crisis Management, Brand Management, Media Knowledge||PR Coordinator, Social Media PR Manager|
2. Social Media Marketing Department Structure by Function
Another approach is structuring by function, where teams are formed based on the different functions they perform. For example, promotion, launches, and relationship management could all be separate teams.
|Function||Key Skills||Potential Roles|
|Engagement||Listening, Responsiveness, Empathy, Time Management, Problem Solving||Engagement Manager, Social Media Engagement Specialist|
|Brand Management||Brand Awareness, Consistency, Creativity, Strategic Thinking, Customer Service||Brand Manager, Social Media Brand Specialist|
|Planning & Scheduling||Organizational Skills, Time Management, Strategic Planning, Attention to Detail, Creativity||Social Media Planner, Scheduling Coordinator|
|Campaign Management||Project Management, Creativity, Analytical Skills, Strategic Planning, Communication||Campaign Manager, Social Media Project Coordinator|
|Customer Support||Problem Solving, Empathy, Communication, Patience, Product Knowledge||Social Media Support Specialist, Customer Service Representative|
Social Media Marketing Team Size versus Business Scale
To achieve successful marketing outcomes, you need to align the team size with your business's scale – a strategic approach that helps optimize resources and drive targeted growth.
|Business Scale||Ideal Department Size||Explanation|
|Start-up||1-2||Limited resources, narrow audience, and lesser complexity.|
|Small-Medium Business||3-5||Expanded audience, requires varied skills, moderate resource allocation.|
|Large Enterprise||6+||Wide audience, high complexity, necessitates large diversified team.|
Factors to Consider When Deciding On a Social Media Marketing Department Structure
- Team Expertise: It is essential to have a team composed of individuals with diverse skills. Consider their knowledge in areas like content creation, social media platforms, analytics, SEO, and graphic design. Their combined expertise will contribute to a comprehensive and effective strategy.
- Business Goals: Your social media strategy should align with your overall business goals. If your aim is brand awareness, customer engagement, or lead generation, your team structure should reflect this by having experts in these areas.
- Resource Availability: Consider the resources available to you, such as budget and manpower. This can significantly influence the size of your team, the tools you can afford, and the channels you can manage effectively.
- Target Audience: Understanding your target audience is crucial. This knowledge will help in creating content, choosing platforms, and determining the best times to post. A team member specialized in audience analysis could be an asset.
- Industry Trends: Stay updated on social media trends in your industry. Quick adaptability to new platforms, features, and content formats can give your brand a competitive edge. A team member who is proficient in trend analysis can be beneficial.
Explore other marketing departments:
- Content Marketing Team Structure
- Field Marketing Team Structure
- Performance Marketing Team Structure
So, there you have it, a detailed overview of a Social Media Marketing team structure. From the essence of the team and key roles, to structuring and optimizing; every aspect tailored to achieve success on your business blueprint.