Wanted: Social Media Director


I’m consulting with a consumer company to help develop and refine their social media strategy: Facebook, Twitter, blogging, etc. After reviewing their goals and business objectives, we’ve been exploring how each of the available social media platforms can help them engage with their customers, build awareness and reputation and ultimately increase sales.

Social media director - red shoes optional.

Social media director - red shoes optional.

It has become abundantly clear that for a company to be active in social media it takes more than just strategy. It takes commitment. It takes resources. As social media becomes more important and a linchpin for any successful communications program, it’s also clear that companies need to invest in a Social Media Director.

Right now many companies are adding social media responsibilities to their current communications team. It becomes another function in the already overworked communications department. It usually falls to a middle manager to begin handling social media monitoring, blogging duties, Twitter and Facebook updates, and social media press releases. This is a recipe for disaster.

Is it any wonder that many corporate Facebook pages look deserted? Or that Twitter updates start to read like press release briefs? Or that the time between blog posts becomes longer and longer? When social media becomes a function – it loses its value. A company needs to stay engaged — respond to customers and add new and interesting content for social media to flourish.

Social media is all about engagement. It takes focus and can be a time consuming activity. Blogs should be updated at least 2-3 times a week to be effective. Twitter updates should be informative, but also need to speak directly to followers. If a company gets DMs and @replies, they should respond in a timely manner (and with authority). Facebook needs to be more than just a landing page. It should be an extension of your brand and reputation.

In order to accomplish these goals, a company needs to invest a senior level position to handle these duties. It’s time for the Social Media Director.

A Social Media Director will be able to handle the day-to-day functions, but also be able to make sure that everything the company is doing — from product launches to user conferences has digital and social media integration. They can work within the framework of communications and marketing. They can help optimize the web pages, implement dynamic media content, and advise in all communications and marketing outreach.

There is no sense for companies to spend time, resources and money on developing social media strategies, if they don’t hire experts to then execute them. The time is right. Companies should start to hire Social Media Directors.

2 Responses to “Wanted: Social Media Director”

  1. I agree 100% that companies should invest specifically in a Social Media Director or hire a company who can handle this work on their behalf. In my opinion hiring a company will benefit the small to medium size businesses that can not afford a full time Social Media Expert.

  2. Have any companies in mind?

    But, yes, this is job title that should be hired. California is way ahead of Massachusetts in creating and filling this role.

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