Discussions

Social media team structure

Posted by Jen Rittenhouse @jenrittenhouse, Wed, Jul 31 5:42pm

We are growing our team and trying to plan for system growth in the future. Curious to know how social is structured in other health care organizations. Team size, where the team lives in the org chart, reporting structure, etc. Thanks!

My firm has done a lot of work in this area – the structure of the broader marcom team.

So much of it has to do with the overall plan and goals of the organization. Are you (organization) looking to grow service lines? Increase access points?

Then I would define social specifically. Does this include any marketing technology? What about online reputation management and crisis management? Analytics and Insights?

So back to your question ; )

I would look at the ability to create content and divorce that from the execution of social. So really I guess what I am saying is invest in content – whatever that might mean to your organization and have the execution of social be a result of organizational strategy and content strategy and planning.

Then for the execution of social, I would combine that with directory management and reputation management activities.

I guess in short look to have both content creators and community managers.

I am happy to chat through this if helpful. So much depends on your current structure, the potential for FTEs, etc.

REPLY

I think Reed hit the nail on the head. First, be very clear on how marketing fits in with mission Example: – roughly is your highest priority about brand protection/expansion, increasing revenue, or directly improving people’s health?

Second “would look at the ability to create content and divorce that from the execution of social.”. If your mission is the last (Improving people’s health) then consider a Physician Medical Director such as Dr. Farris for the Mayo. They can act as a liaison for every provider in your org, and they probably can help guide content from the perspective of organizations medical priorities. (I was an informal advisor, on website committees, etc but if you hav the size I will bet there i# a doc deeply interested in social media within your org – seek them out. They probably won’t need any significant pay – just time off for meetings, retreats etc…)

If your priority is revenue generation, then I think you need a strong IT type who can help set up measurable financial ROI tracking. It’s on thing to track “likes” it’s a whole other thing to track increase patient visits, or even better increase revenue.

Iin my prior healthcare org, the marketing department also had direct control over the website structure and content. If you don’t have this, make sure you have at least a liaison with the with the website folks.

If you control LinkedIn, then make sure you have a recruiting liaison and make sure the med director weighs in on recruiting priorities.

Anyway, generally speaking my perspective is to think of people with skills sets that can engage organizationally outside of typical marketing to make sure you are working on the right things for your mission, and some of these may be informal and not working for you directly, but highly mission relevant.

REPLY

Thanks @reedsmith and @matthewrehrl for such good advice. @jenrittenhouse – you may also find this link to a previous discussion helpful: https://socialmedia.mayoclinic.org/discussion/social-media-management-staffing-structure/?utm_campaign=search

Tagging a few others who may be willing to share how their teams are organized @LeeAase @RandallPost @moniquet @cabbotts @robinmillernorthbay @VickiBencken @cynthiamanley

REPLY

Hi – We manage our team in-house, and although this varies by the size of institution, I've found that it's best to have at least two teams in social (depending on the institution that might be teams of one person each), and one manager. The first team should be tasked with prose or copy, the second visuals, and the social media manager keeps it all running.

Having a structure where everyone is good at everything, will result in a good social media presence. Having individuals who are great at one of the disciplines, will result in a great feed.

REPLY

Currently our social team is really two FTEs — A coordinator and a strategist, managing three top-level channels across the various social platforms. I direct both Web and social, so we also have a content strategist that contributes to both Web and social. In addition, we use stories, video and photos produced by our marketing and PR teams. I fully agree with Reed and it is my goal to move in this direction for my combined Web and social team. As we've grown, I've tried to hire people into more specialized areas, rather than having several folks that are "jacks of all trades," so to speak.

REPLY

Hello! Great and interesting answers everyone!

I am part of the content communications team (there are 4-5 of us) and handle the social media aspect of that. We also have a digital marketing person and she handles the social media buys, etc.

REPLY
@RandallPost

Hello! Great and interesting answers everyone!

I am part of the content communications team (there are 4-5 of us) and handle the social media aspect of that. We also have a digital marketing person and she handles the social media buys, etc.

Jump to this post

Thanks @RandallPost Can you tell us how you divide duties on your content communications team? For instance, do you all create content, or do you have a couple of content creators and a couple of posters/monitors? How do you coordinate?

REPLY
@DanHinmon

Thanks @RandallPost Can you tell us how you divide duties on your content communications team? For instance, do you all create content, or do you have a couple of content creators and a couple of posters/monitors? How do you coordinate?

Jump to this post

Dan, we have one blog content writer/editor, two intranet writers/posters/editors, one photographer/videographer/editor and I'm the social writer/photo/video/editor/monitor/poster/reputation management. We try to crosspost what we create on social and coordinate accordingly.

REPLY
@RandallPost

Dan, we have one blog content writer/editor, two intranet writers/posters/editors, one photographer/videographer/editor and I'm the social writer/photo/video/editor/monitor/poster/reputation management. We try to crosspost what we create on social and coordinate accordingly.

Jump to this post

You could have just said ‘I do everything!” @RandallPost

Liked by DanielaM

REPLY

Hello, im Daniela, i work in a portuguese public hospital and the team of people that are doing the social media tasks are myself and my manager. Im a new member here. Also like to know what are the strategys and work methods in another hospitals around the world.

REPLY
@danielam

Hello, im Daniela, i work in a portuguese public hospital and the team of people that are doing the social media tasks are myself and my manager. Im a new member here. Also like to know what are the strategys and work methods in another hospitals around the world.

Jump to this post

Welcome to our community, @danielam! And thanks for your question. We find that the more specific a question is, the more likely members are able to get a useful answer. Do you have a specific question about strategies and work methods that we could help answer? Thx!

REPLY

For the most part, our social is managed in house with other internal help assisting with curating content. At the end of the day, the social media coordinator sets the strategy coordinating with the PR side to keep messaging on brand

REPLY
Please login or register to post a reply.

© Mayo Clinic Social Media Network. All Rights Reserved.