Discussions

Social Media team sizes vs org size

Posted by Rory Platt @rplattmmc, Fri, Aug 9 2:10pm

My boss and I are currently trying to make a case for hiring more staff for our social media team – I'm tapped! I think it would really help our case to learn how many people are staffed on hospital social media teams, and how that correlates with the overall number of employees.

The Sprout Social Index 2019 had some interesting data on this, but that's more broadly looking at all industries. According to their data, 37% of organizations with over 1,000 employees have 11+ people on a social team, 18% have 5-10, 22% have 3-5, and 22% have 1-2.

Is anyone willing to share this information about your team? Or do you know of somewhere that I might find this kind of data already out there?

We're a very small social team – a team of 2. I was hired last year as the Social Media Specialist but was promoted to manage our internal communications earlier this year. I help manage our social presence, along with our new SM specialist.

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We have a setup of a social manager handling the bulk, with support ad-Hoc from the graphics and video side as needed.

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@rplattmmc Thanks for raising this question. We have a couple of discussions here that approach this question. Here is one from a few years ago:
https://socialmedia.mayoclinic.org/discussion/how-big-is-your-communication-staff/?utm_campaign=search
And here's one more recent:
https://socialmedia.mayoclinic.org/discussion/social-media-team-structure/?utm_campaign=search
If you tag some of the people who replied to these questions you may get some more specific answers.

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I am the only one who manages our social media, I also do our traditional media relations as well. We have a graphic designer who helps with graphics and a couple video/photo guys who help with photos/videos.

We're a health system made up a 536 bed hospital, primary care clinics and specialty clinics. Roughly 5,200 employees.

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@mattlara

I am the only one who manages our social media, I also do our traditional media relations as well. We have a graphic designer who helps with graphics and a couple video/photo guys who help with photos/videos.

We're a health system made up a 536 bed hospital, primary care clinics and specialty clinics. Roughly 5,200 employees.

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Wow, and you are handling all of it? you are a hero man 😄

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I think you need to refine you question as follow, Who do you – or your organization – consider a part of SM team? in other words are the SM moderators – who I prefer to call digital receptionist – dedicated only to digital customer service? what about production and creative team? and so on.

In my humble opinion specialized SM team is compared to the whole Marketing team to reach up to 40% of total marketing team.

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Our Social Media used to be managed by everyone in our Marketing department…when or if we had time. At that point I started pushing adding "Social Media Manager" to my job role. I've since been the manager for 3 years now.

In our Marketing Department we have:
(3) graphic designers
(2) videographers
(1) copywriter
(1) photographer (me)
(1) Marketing Director
(1) Assistant Marketing Director

1 of our graphic designers is dedicated to producing social media content on top of her other projects. Our copywriter and myself do the same.

Between the graphic designer, copywriter and photographer (me) us three makeup the social media team.

Our videographers will produce content that then can be later sized for social media as well.

I feel like if we had our social media team just dedicated to social we could push out way more content but since we all split our time between social and other projects we do what we can and it works well.

I hope this make sense, hah!

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@mhelmi

I think you need to refine you question as follow, Who do you – or your organization – consider a part of SM team? in other words are the SM moderators – who I prefer to call digital receptionist – dedicated only to digital customer service? what about production and creative team? and so on.

In my humble opinion specialized SM team is compared to the whole Marketing team to reach up to 40% of total marketing team.

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Thanks for your response, Mohammed. It's a bit of a blurry area to define because while there are individuals who contribute to social media, it is usually considered 1 out of many responsibilities that they have. Mostly they have little more than a few hours a week to commit to it.

I, on the other hand, am the only full-time employee working in the space – meaning, I have no other responsibilities beyond social media. Our organization is made up of close to 20,000 employees, incorporating 10 hospitals and around 100 practices.

If we took all of those limited hours dedicated to social media split across maybe 10 different employees, that might add up to 2-3 employees other than myself. Obviously, that's quite a fragmented team, and most of those individuals have no formal education/expertise in social media.

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@lmcmillan

Our Social Media used to be managed by everyone in our Marketing department…when or if we had time. At that point I started pushing adding "Social Media Manager" to my job role. I've since been the manager for 3 years now.

In our Marketing Department we have:
(3) graphic designers
(2) videographers
(1) copywriter
(1) photographer (me)
(1) Marketing Director
(1) Assistant Marketing Director

1 of our graphic designers is dedicated to producing social media content on top of her other projects. Our copywriter and myself do the same.

Between the graphic designer, copywriter and photographer (me) us three makeup the social media team.

Our videographers will produce content that then can be later sized for social media as well.

I feel like if we had our social media team just dedicated to social we could push out way more content but since we all split our time between social and other projects we do what we can and it works well.

I hope this make sense, hah!

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Thanks for the response, Linda. Yes, that does make sense. We also have a creative team that delivers graphics/photos/videos that get used on social media, but only since my arrival at the organization did we start creating content specifically for the medium. Prior to that mostly everything was repurposed from our TV spots or patient stories intended for the website.

We have quite a large marketing & communications team, (around 50 people) who are representing different service-lines. Their involvement in social is fairly limited to requesting content be pushed out on our channels when they need to meet service-line goals for website visits.

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@lmcmillan

Our Social Media used to be managed by everyone in our Marketing department…when or if we had time. At that point I started pushing adding "Social Media Manager" to my job role. I've since been the manager for 3 years now.

In our Marketing Department we have:
(3) graphic designers
(2) videographers
(1) copywriter
(1) photographer (me)
(1) Marketing Director
(1) Assistant Marketing Director

1 of our graphic designers is dedicated to producing social media content on top of her other projects. Our copywriter and myself do the same.

Between the graphic designer, copywriter and photographer (me) us three makeup the social media team.

Our videographers will produce content that then can be later sized for social media as well.

I feel like if we had our social media team just dedicated to social we could push out way more content but since we all split our time between social and other projects we do what we can and it works well.

I hope this make sense, hah!

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would you please mention the size and type of your organization?

Thanks

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We just added a second person after 3 years, so now there's a Social Media Strategist & Social Media Specialist supporting the whole health system. We have about 11,500+ employees.

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Here is a helpful article. Scroll down to the section that reads "The Size of Todays Social Media Team by Company Size" https://www.prdaily.com/report-consumers-want-to-be-entertained-on-social-media/ It is pretty eye-opening… For a company with over 1000 employees, the majority of respondents have a team of 5-11 people.

I think there is a lot of value in having social media specific roles staffed by a team that has a solid background of working in social media (Ad agency experience is a big+).

Social Media is more than just keeping the lights on with weekly updates. It requires its own strategy and constant innovation as platforms change. This requires social media leaders (strategists and managers) as well as producers and community managers (in an ideal setting of course). I think most health care organizations are just starting to catch up to fully staffing social media teams.

At our health system, this is something I know we would like to work towards. We have Social Media Specialists for our health system, Children's Hospital, and Cancer Center… though I am hopeful that we will see the team grow.

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@kaufeltkm

Here is a helpful article. Scroll down to the section that reads "The Size of Todays Social Media Team by Company Size" https://www.prdaily.com/report-consumers-want-to-be-entertained-on-social-media/ It is pretty eye-opening… For a company with over 1000 employees, the majority of respondents have a team of 5-11 people.

I think there is a lot of value in having social media specific roles staffed by a team that has a solid background of working in social media (Ad agency experience is a big+).

Social Media is more than just keeping the lights on with weekly updates. It requires its own strategy and constant innovation as platforms change. This requires social media leaders (strategists and managers) as well as producers and community managers (in an ideal setting of course). I think most health care organizations are just starting to catch up to fully staffing social media teams.

At our health system, this is something I know we would like to work towards. We have Social Media Specialists for our health system, Children's Hospital, and Cancer Center… though I am hopeful that we will see the team grow.

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Thanks for your response, Keith. This article actually references the survey that got me started on finding more information about social media teams! The Sprout Social Index for 2019 had some really useful information, and to make the strongest case to leadership about expanding the social team, I really wanted to have information pertinent to healthcare.

I appreciate you sharing some insight into your organization!

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