This is no easy task. Once you look under the hood what you need – you will have a hard time to find one. There is currently one capable social media strategist for approximately 1,000 open positions.
The Social Media Director should be able to do the following:
1) Making a thorough assessment
Hopefully using some proven audit or assessment methods
Coming back with a well structured report
Being able to make a good social media swot analysis from the findings
2) Creating a social media strategy
Having the ability and comprehension to go cross departmental with it
Knowing about the impact of social media on the sales team and how to leverage social engagement techniques to generate better customer relationships
Understanding the impact of social media on product management and how to leverage it for product requirements gathering, alleviating product design risk before it goes to production and leveraging the helping hand of early adopters in the product launch phase
Realizing the enormous impact on the support team and how service can leverage social media to improve service quality, customer experience level and advocacy
Haven a similar understanding of how social media improves HR, logistics, procurement and obviously marketing.
3) Strategy Alignment
Responsibility to bring the social media strategy in perfect alignment with the overall corporate strategy and possibly coach the executive team to make necessary alignments in the corporate strategy.
4) Overseeing the social engagement plans from the various departments
As such the Social Media Director has to be able to easily connect across department levels and support all department in their respective engagement which all has to serve the overall social media and business strategy.
Each of the departments will want and need to do their own programs to improve customer advocacy and drive public engagement. The social media director will be very busy to support all the departments with a cohesive engagement plan development.
5) Strategy Execution
Managing the executing of the social media strategy and ensuring that a clearly defined goal will be achieved at the decided point in time.
Now – there are some cute job descriptions out there where the social media director is also the one who does the "tweeting, blogging and commenting" all in one person. And the rest of the team does business as usual? That will obviously be a big failure.
What are you 'gonna do' – if you can't get the people?
Don't make a compromise and hire some mediocre social media people who may do their best – but that is still not the best for your company. Take your own team through a thorough education. They may take a bit longer to understand all the social media permutations and effects – but they know your business, your customers, your company culture and so much more that a social media super star has to learn if they join your organization.
You may want to join our online business briefing Thursday this week