TEAM CHARTER FOR A SOCIAL MEDIA MARKETING TEAM

By Batbold Munkhzul

Team Charter Purpose

A team charter is a record that serves as a guideline for a group or venture. It expresses team’s mission, scope of operation, destinations, and commitment. Even more, it can spell out a time period and its results. The foremost compelling group charters detail a team’s center, course, and boundaries. It decreases perplexity, duplication, and reiteration. A team charter is like constitution, and it’s induced everybody adjusted and committed. Without everyone’s input, that isn’t conceivable.

Social media is emerging as a key factor in the online opportunities available for sales, marketing, and customer service. A Social Media Marketing Team will develop an official social media strategy to leverage these opportunities and achieve benefits in the following areas:

1. Marketing

· Improving brand image

· Increasing mind share

· Gaining customer insights

2. Sales

· Increasing revenue

· Acquiring customers

· Gaining customer insights

3. Customer Service

· Increasing customer retention

· Increasing customer satisfaction

· Reducing cost of service

This team will identify the opportunities available and realistically achievable, as well as develop a plan to execute a social media strategy effectively across the major social media channels.

Background

Consumers are rapidly adopting social media, yet adoption of social media by organizations has lagged. A Social Media Marketing Team must follow customers, prospects and partners into the social media world.

Extended public social media services, such as Facebook, Twitter, and LinkedIn, comprise extensive networks of users who are self- organized into groups and communities. Users also join groups and communities that are organized around attributes such as products, lifestyles, entertainment, institutions, politics, and geographic locations.

Customers will interact via social media whether or not a Social Media Marketing Team is participating; this team can leverage the growth of social media to increase customer engagement, gauge brand perception, and respond directly to customer service issues. A Social Media Marketing Team has an opportunity to bring benefits to sales, marketing, and service by engaging customers in conversation in the social media sphere.

Team Scope

The scope for the social media team includes:

· Establishing a presence on Twitter, YouTube, Facebook, and LinkedIn

· Developing a standard process for maintaining and updating social media sites

· Implementing a strategy for acquiring fans and followers

Team Deliverables

1. Regular, consistent updates to Facebook page and Twitter account

· Updating Facebook status, responding to fans, posting photos and starting discussions. responding to fan comments promptly and resolving their issues (offline if required)

· Posting tweets that include company news, open-ended questions, re-tweets of relevant content, links to our YouTube and Facebook accounts, and links to our blog

· Monitoring Twitter for mentions of our brand and industry and responding were appropriate

2. Regular conversations and contributions on LinkedIn

· Establish a group for our customers and prospects and instigate discussions

3. Predictable production of videos

· Posting of product announcement, company news, product news, informative/educational, and entertaining videos to our YouTube channel

4. Monthly reporting and analysis

· Report metrics as applicable to specific goals

· Examples include number of fans/followers, discussions started and participated in, views, re-tweets, links clicked, brand mentions, sentiment of customer discussions, anecdotal evidence of increased customer satisfaction through issue resolution

Roles and Responsibilities:

1. Manager

· Oversee all social media efforts and resource allocation

· Collect and reporting team metrics

2. IT Support

· Establish corporate social media accounts

· Install monitoring and/or aggregating software

3. Customer Service Representative

· Establish customer service goals and processes to be used when interacting with customers via social media

· Provide response mechanism and personnel to respond to customer requests and issues

4. Marketing Representative

· Establish marketing objectives for social media

· Monitor channels for brand mentions and identify branding opportunities

· Develop strategies for cross-platform promotion

· Harvest customer insight

5. Sales Representative

· Establish sales strategy for social media (e.g., exclusive discounts, interaction with online store, offline opportunities)

· Harvest customer insight

6. Staff responsible for manning social media channels

· Publish content via social media accounts

· Participate in online discussion

· Implement cross-platform marketing promotion

· Promote sales initiatives

· Respond to customer comments, questions and issues

· Grow fan/follower base by interacting with customers and prospects wherever organization or industry is mentioned

Success Factors

What are the success factors of a Social Media Marketing Team - the factors that are a necessary condition for success of the team?

· Committed team members

· Adequate resource allocation

· Adequate project time allowance

· Tolerance for intangible benefits

How will success be measured?

· Growth of follower/fan base

· Level of interaction with followers and group members

· Relevance of discussion as gauged by audience participation

· Contact points for customer service opportunities

· Successful implementation and use of monitoring tools

· Adherence to acceptable use policy while attaining objectives