Workflow in Social Media Management Teams
When managing multiple accounts in a single social media management platform, it can be difficult to assign and track tasks–whether that is across teams or products within a brand. That’s where workflow comes in: by enabling you to create a scalable structure reflecting your business and team needs, workflow helps you assign specific tasks and permissions to users in the platform. This post will cover the common workflow themes running throughout SMM platforms.
A first step in managing your SMM users is to set up organizations–this may fall under “groups.” The point is for a system administrator to be able to create specific organizations (“groups”) within the dashboard that reflect the brand’s structure. Individual organizations could reflect marketing, PR, or product teams within your brand.
Once you have created separate organizations, you should be able to add the appropriate team members to each organization. The next step will be assigning permissions to each team member.
With increased social presence comes a need for greater accountability. In the below image, someone with access to Chrysler’s Twitter account vented his/her frustrations via a tweet on the company page. Instead of scrambling to mitigate, why not assign specific permissions to team members based on their roles and responsibilities?
SMM workflow should include assigning permissions to users, just as a Google doc does. One user may be responsible for drafting, another for editing, and yet another for approving posts. This ensures that the entire team is held responsible and minimizes the chance of something like this happening to your business. Additionally, by creating permissions, you define roles clearly to your team members.
When a prospect or customer posts to your page or posts independently about your brand, you want to be able to respond appropriately and timely, right? Of course. But if you’re a large brand, the number of posts can stack up and it can become difficult to track what team members are responding to what posts.
Workflow, because you have already created roles within your SMM organizations, allows you to assign tasks to individual people and keep track of progress. Moreover, it enables each role to keep track of progress so that he/she knows what tasks have and haven’t been addressed.
Social media management platforms talk a lot about single-source authoring, analytics, monitoring, and reporting. However, if your team members aren’t clear on individual permissions and responsibilities, then you–as system administrator–will spend a lot of time explaining who is responsible for what. While the extravagant features of SMM tend to catch our attention, we need to remember that workflow, while obviously less glamorous and far more internal operations-driven, makes the publishing, reporting, and analytics possible.
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