Corporate Social Media Department Structure

Posted by dotJenna on Oct 28th, 2010 in Featured | View Comments

Here is my proposed structure for the Corporate Social Media Platform for the typical service or product oriented B2C organization. The first image depicts the Social Media Channels, and the second image below shows the Corporate Social Media Community Structure.

“Innovation distinguishes between a leader and a follower.” ~ Steve Jobs

Corporate Social Media Channels

Each of these channels represents a bundle of one (1) Facebook Account and one (1) Twitter Account. You can also add separate YouTube Accounts for different purposes, such as a separate account for sales than you have for customer support.

Social Media Platform for Service Industry Businesses

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Corporate Social Media Community Structure

In the social media community, the CEO, or Tribe Leader dictates the culture to the lower-clans who are represented by sales personnel. Each “Front-Man” serves as a “community” leader of their own mini-communities, or clans within the larger community which is the organization.

Click image to view larger

Social Media Prospect Pinball

Top 5 Rules of Social Media Marketing*

Facebook Statistics

John McMahon

Would it make sense to organize the "clans" around market segment for the given product/service? This would allow for separate and distinct marketing messages tailored to the individual market segment. The support function would serve all segments for that product.
Inspectoraid

I like the idea of clans and a clan leader for each department. From other winds blowing have heard that the new 'marketing' may become customer support (or visa-versa) given the shear weight of social media because it's permeated much of our society.
dotJenna

Interesting concept that I've touched on in my tweets. Yes, customer support is marketing when things are done in the public forum, however, you will always need a separate sales and marketing department as support issues and sales and marketing issues are very separate. It takes two different mindsets to run the different types of tasks needed for each "Channel."

You don't want people discussing customer service issues on your marketing feed, so you need a separate channel for support issues.