We have reached the point where social media hub & spoke models must be better understood and adopted within organizations. Simply put: the ‘social media team’ shouldn’t be the ones creating all the content and participating in the communities–other departments like marketing, public relations, media, customer service, sales, etc. must create social media content as well, because after all, they are the experts within their field.
It is interesting to me how many companies have yet to understand this concept–particularly mid-sized companies. It’s as if the telephone were just invented and the only ones who can answer the phone within your company is the Telephone Department.
In these models, the ‘social media team’s’ role is to create and maintain the social media platforms, establish policies and procedures, and handle the statistics. The content & communication most prominently comes from other areas of the organization who are best positioned to engage customers.
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