This is the second post in a series exploring what the role of agency social media lead looks like. I’m talking here about someone who’s leading social media for an entire agency, not just a single project.
In each post, I lay out a basic set of tasks, and then invite you to discuss some aspect of the job. In the first post, “Let’s Figure Out: Skills Needed to Lead Social Media“, we had some great discussion, so I’m hoping to keep that going here. In later posts, we’ll explore things like questions you’d want to ask yourself if you’re considering this type of work, or what kind of management environment fosters success.
For this post, let’s explore experience you’d expect someone leading social media for an agency to have.
Broadly speaking, I would say leading social media for an agency entails two big tasks:
- Helping the agency as a whole continue to explore and take advantage of social media, and
- Managing some specific social media tools (for example, a Facebook page, a Twitter account, a photo contest, a YouTube channel)
In more detail, the first one would include:
- Writing policy, guidance and other governing documents (“you will …”)
- Establishing strategies (“here’s how …”) for using social media, including best approaches to records management, accessibility, privacy, ethics, and information security
- Providing guidance to people throughout the agency to help them use social media well
- Assessing the agency’s use of social media through metrics and anecdotes
- Assessing the need for training, both on overarching strategy and specific tools, and then developing and delivering it
And the second would include:
- Actually running some tools, creating and posting content and responding to comments
- Creatively developing new ways of using existing tools (for example, using a Twitter avatar to promote a message over a week or month)
- Exploring new tools on a regular basis, evaluating their usefulness to the agency
I’m sure there are other tasks that would be appropriate, but no list will ever be complete.
Here’s the key question for discussion below:
What experience (professional, personal, paid, volunteer, online, offline, Web 1.0, Web 2.0/social media, etc.) would you say is useful for someone to perform well in this role?
Equally important, to avoid self-proclaimed social media “gurus,” would be:
What experience might someone claim is relevant but you’d say isn’t?