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Inbound Marketing has many moving pieces that need to be considered. This includes blog content, keyword strategies, email content, landing pages, calls to action, and the list goes on. With so much to cover, it’s easy to see where the lines can become blurred between the social media strategist and the content team.

In the beginning…

Traditionally, the job of Social Media Strategist was typically relegated to the intern or the person at the front desk who would sit there and answer any questions that came in through the website or Facebook. They would also try to publish some content in their scheduled allowed with the hope of maybe generating some buzz. It’s almost as if it wasn’t treated as a real marketing job or at the very least, one that wasn’t very high on the priority scale.

They said Twitbooking for dollars would be easy.

Fast forward…

Today, the Social Media Strategist is seen as a vital role as social media has come into its own. Visitors are spending more time on social media sites then they are your company site, so you need someone who knows your brand to come in and spread the word. If you’ve seen our inbound methodology before, you’ll know that social media is a key component to both attracting strangers to your website as well as delighting current customers into becoming promoters of your brand.

With great power comes great responsibility

So what does that mean for your inbound team? What do we need to do to integrate the Social Media Strategist into the mix? This new person needs to:

1. Become Part of the Core Team – Any inbound marketing team is going to be made up of lots of important people including inbound specialists, stakeholders, technical people, copywriters and more. You also want your lead Social Media Strategist at the table right in the beginning when social platforms are being chosen and all the way through to when content, offers and calls to action are being created and delivered. Their valuable feedback can tell you which platforms are working best, which messages are having the most impact, and where changes can be made.

2. Support the Core Content – Presenting a unified front is the best way of attack for any brand. All of your marketing materials should be aligned in the same direction and that will be helpful when your Social Media Strategist starts getting knee-deep in sharing content. Don’t be afraid to get them to look at drafts for blog articles, offers or whatever the rest of the team is working on so they can also formulate their plan for social media.

3. Nurture Relationships – You need to make sure that the Social Media Strategist has the leeway to deal with complaints, questions and other interactions online. Simply providing canned responses that aren’t really helpful to the person interacting with your brand can be counterproductive. What we recommend is that the lead strategist and inbound team work together on a plan for complaint escalation and other negative feedback online. It is also necessary to define the point where qualified leads that are attracted through social media are progressed to the next phase of the sales process.

It’s important to put trust in your strategist because they need to be as helpful to visitors as possible in order to help convert more leads and delight current customers into becoming promoters of your brand. 60% of the sales cycle is over before a prospect talks to your sales representative, and that’s why you need to make sure that our front line makes that shift as positive as possible.

Well done, Social Media Strategist. Well done.

In A Nutshell

Your Social Media Strategist should:

  • Have a keen grasp of your market as they will be in direct contact with them.
  • Be a part of the main ideas and reporting team.
  • Bring their experience with the audience to the table and be given leeway to voice opinions on marketing materials.
  • Work with the lead inbound specialists to create your social monitoring strategy.
  • Be the primary source of social posting.
  • Work with the inbound specialists to create social media campaigns based on offers.

Your Social Media Strategist should NOT:

  • Be a secretary.
  • Be alienated from the rest of the team forcing them to implement their own ideas.
  • Be given pre-approved or second hand information to work with.
  • Be shackled to a script or be performing customer support.

The Social Media Strategist is an important member of your team and should be given the support and latitude to help take your brand to new heights as part of your online marketing strategy. As always, if you have any questions about this or any other part of the inbound marketing process we are always watching the comments area and of course Twitter, LinkedIn and Facebook!

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