Social media can be transformative for brands, providing a channel for gaining a better understanding of the customer, communicating authentically with them, even creating conversions. But what pieces does an organisation need to have in place to ensure the smooth running of a social media strategy? This chapter summarises the key practical considerations, covering:

  • Resourcing: Whether a dedicated team of one or agency support is right for managing a social media strategy depends on the brand. What key points must organisations consider when delegating social duties, and what are the most common social media specialist roles and responsibilities?
  • In-house vs agency: While agencies offer excellent up-to-date social knowledge, they might not be as speedy and efficient as an in-house team. How can brands decide which approach is best for them?
  • Tools: Getting the most out of a social media presence and demonstrating its effectiveness depends on having the right tools for the job. What types of social media tools should organisations consider for the management and measurement of their social media activity?