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Managing social media with limited resources Libby Hall, WestmorelandFlint
People Time Money
Small business advantages
Passion
Authenticity Flexibility
Your social media team
Social media team
The Now Revolution Shift 3: Organize your armies
Social media team
• Content manager – Writes content calendar – Films videos, takes pictures,
writes blog posts or assigns topics to bloggers
– Ensures new content is created or gathered
– Might not touch actual social space
Social media team
• Community manager – Day-to-day listening and
monitoring – Knows nuances of audience,
brand, social space – Answers questions, watches
for problems – Posts content from content
manager
Social media team
• Coach & booth – Answers questions the
community manager can’t answer
– Sets policies – Doesn’t need to touch social
space
Players: Content
managers
Players: Community managers
Coaches & booth
Social media
Determine content
Example: Mall • Goal = get people into the mall • Audience = people who shop at the mall
Determine content • Fall fashion
– Photos/outfits with pieces from retailers – Photos of mall shoppers with cute outfits
• Behind the scenes/inside info – New store arrivals – Behind-the-scenes of commercials
• Sales and coupons – Retailer coupons – Mall events like sidewalk sale
• Mall card giveaways – Weekly reminders to enter – Post weekly winner
Winner announced
Winner announced
Winner announced
Winner announced
Winner announced
Reminder to enter
Reminder to enter
Reminder to enter
Reminder to enter
Reminder to enter
Post behind-the-scenes album
Commercial starts airing
Post behind-the-scenes video
Red = Promotion Blue = offline events Green = other content
Sidewalk sale
Sidewalk sale
Reminder about sidewalk sale
Post sidewalk sale album
Poll question: what’s your fave store?
Post poll results and coupon
Post sidewalk sale coupon
Post fall fashion collage
Post “street fashion” video
Finding efficiencies
Atomize content
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Free listening dashboard
Get email alerts
Build a free listening dashboard
Questions?
