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Building a Human-Centered Social Media Team
內容大綱
Many social media platforms exist today, but the thing all of them have in common is that they are used by real people. Algorithms and analytics are typically what marketers focus on when utilizing social media; however, they should instead be striving to meaningfully connect the company to the people who will help them grow. Taking a people-first approach, this book discusses how to better use social media for marketing purposes and communicate with others using social media platforms. Reaching a certain audience is not the only goal; listening to them is also vital for marketers to take full advantage of social media. This approach will never change even though the various social networks always are. By making sure that people are the focus of all social media strategies, marketers can offer more value to companies and the people they serve. Chapter 8 discusses the importance of finding the right people for a social media team. The social media team is responsible for interacting with people on the company's behalf more than anyone else, so they need to truly understand who the company is. Communicators may be better to hire for a social media team than marketers. Training should support career trajectories; four typical career paths people take are strategy, management, operations, and business development. Training of each social media practitioner should be tailored to their desired career path. Examples are provided. Resiliency is an essential characteristic for any social media practitioner; social media is a high-pressure job, and burnout is frequent. Recommendations for how to build resiliency in social media practitioners are offered.