Liz Strauss at Successful Blog

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December 28, 2009

10 Crucial Roles of a Social Media Director in 2010

ME Liz Strauss wrote this at 8:35 am

What Sort of Expertise Does a Social Media Expert Need?

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Social Media Marketing budgets are on the rise. It’s been said that as many as 86% of Companies are planning a Social Media Marketing Bump this year. And social media job listings aren’t so hard to find anymore.

In 2010, a new job role of Social Media Director — it has lots of names — has become quite the thing. Ask the companies who are hiring. Read the job descriptions. They’re all over the place. And though we’ve gotten good at being social, those in the new social media roles will need more than social media expertise now that business coming to the social web.

10 Crucial Roles of a Social Media Director in 2010

Macro and micro businesses get stuck in process models that they’ve outgrown, but keep using. Fear of change, love of past success, bias that interprets history in our favor leads us to repeat and re-imprint bad or outdated behaviors in our organizational brains.

To bring a new business to the web, the culture has to become a beginner again. The more the larger the business the harder that is … they have more past success, more to lose, more to fear, less to win.

A social media director needs to be role model, leader, learner, teacher, guide, friend, entrepreneur, but more even more than that. If you want a company to embrace the social web, champion these ten roles as an action plan …

  1. be a role model … listen first; communicate authentically; don’t control the conversation (and choose wisely those you refer)
  2. become a fan … fall in love with the brand and its customers to protect its heritage and legacy
  3. be a follower … get to know the people who work there to find the champions and learn how the culture moves, learns, and thinks
  4. be about ROI …. study the business to protect it financially
  5. be a connector … work toward open silos so they communicate internally at light speed
  6. be inclusive … enlist marketing and PR to help build a strong, consistently authentic voice between the business and its customers
  7. be strategic … write a strategic plan of goals and measurements based on customers that naturally support growing product offers, strategic relationships, and the customer base
  8. be focused … choose online tools, tests, and tactics after you have the goals
  9. be innovative … integrate social business online and off
  10. be a community builder … make it look easy, fun, and meaningful

If you look inside those ten points you’ll see that the job really calls for about ten roles — strategist, change manager, brand manager, a marketing manager, a community builder, a campaign manager, a cheerleader, a business developer, a corporate trainer, and a social media professional who can use quantifiable social media data, tools, and measurements.

Last night, 1700+ Retweeted a Mashable Post about the 15,740 social media experts on Twitter. I can’t help but wonder whether all 15,740 are up to all ten of them.

Bet you see even more roles and action steps that I’ve left out. I’d love you to add your additions here.

–ME “Liz” Strauss
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49 Comments to “10 Crucial Roles of a Social Media Director in 2010”

  1. December 28th, 2009 at 8:45 am
    Itamar Kestenbaum said

    Hey, Liz!
    Great post. I couldn’t have said it better myself. Not only is it important to hire the right Social Media Director/Consultant, but it’s also important to know what constitutes a good one to begin with!
    I found that 16000 social media experts number to be a bit off. I think that if you imposed the ten things a Social Media Expert needs to be on that number, it would decrease significantly. Great post!

  2. December 28th, 2009 at 8:46 am
    John Soares said

    With social media and business, I focus on ROI. That’s the magic number — we just need to find good ways to measure it.

  3. December 28th, 2009 at 9:14 am
    ME Liz Strauss said

    Hi Itamar!
    How wonderful to see you here!
    Obviously I was talking about a situation in which we might have a chance to do all of those things. Being social is a higher level skill that can’t be siloed and separated from the heart and mind of a company. Communication has to go every direction and keep on constantly.
    I. too, smiled at the number of experts … almost matches the number of Twitters apps I would guess.

    Like a good blogger, a great social media employee has to be a good hire to begin with. Then the rest will naturally follow.

  4. December 28th, 2009 at 9:16 am
    ME Liz Strauss said

    Hi John,
    ROI is so important. If we don’t sell things, no one has a job. There is no need for social media to promote a company or its products. For years, we’ve known the value of conferences and trade shows, yet no one knows exactly how to measure their return. I’m thinking a certain similarity applies. Don’t you think so?

  5. December 28th, 2009 at 10:10 am
    10 Crucial Roles of a Social Media Director in 2010 | Liz Strauss at Successful Blog « Translator Power said

    [...] in 2010 | Liz Strauss at Successful Blog December 28, 2009 — translatorpower via successful-blog.com Posted in Uncategorized. Leave a Comment [...]

  6. December 28th, 2009 at 10:21 am
    Heidi said

    A good social media director still needs to be ‘gung ho’ about selling the products. We are, after all, building community around something we’re supposed to believe in - what we’re selling - and to engage our customers in product development or a feedback loop that makes our widgets more effective.

  7. December 28th, 2009 at 10:33 am
    Ben Curnett said

    I’ve got a #11- Be Firm. Follows #10 well. Social can be easy, fun, and meaningful because you’re experienced. You have great ideas about how your client can operate in a digital space.

    Social is a delicate prospect- trust takes a long time to rebuild. If I’m doing #s 1-10 well, I guess #11 can be like the “sometimes y” of this list for me.

    Thanks. Good reading here.

  8. December 28th, 2009 at 10:35 am
    Mike McClure said

    Thanks for the post Liz. As an agency Creative Director turned Social Media Director (and doing both jobs)- this will help me focus on what needs to be done. I knew most of it, but it’s good to see it all in one list. And I like your analogy of SM to the conference/trade show. I think I’ll use that!
    Mike

  9. December 28th, 2009 at 11:15 am
    KatFrench said

    You know, the post about all the “Social Media Experts” on Twitter isn’t that interesting to me, but it has at least spawned some other posts that actually ARE interesting and useful, and this is one of them.

    It somewhat straddles your #1 and #10, but I’d also include “seed/inspire” which is to say, be in that 1-2% of people who produce the content that others springboard and grow into full-blown conversations.

    Speaking of which, this has me thinking about a post I’d like to write, myself.

    Good stuff. :)

  10. December 28th, 2009 at 11:39 am
    ME Liz Strauss said

    Hi Kat,
    I love your push to inspire others. That’s a true leadership trait. It’s way more than motivation and being social.

    Good thoughts push a conversation into ideas that grow. I’m delighted you said that. You inspired me too!!

    Can’t wait to see what you write!

  11. December 28th, 2009 at 11:47 am
    Rick Morgan said

    While probably assumed - I would think that educator and mentor are also skills, roles, responsibilities of a social media director.

  12. December 28th, 2009 at 12:02 pm
    Roy Povarchik said

    Just kodos for the post.
    I think it summs things up wonderfully. More important, I think it gives basic understanding about what makes someone “Active” on social media and what makes you an “expert - director” on social media.

  13. December 28th, 2009 at 12:04 pm
    Jeff Hurt said

    Liz:
    Great list to start 2010. Thanks for getting us to think in that direction. I like them all and like what Kat added too.

    I’ll add a couple others to consider that straddle many you already mentioned:

    11. be a creator…a creator of great relationships, new ideas, fresh starts, conduits, content

    12. be a sharer…share information, insights, inspiration and enthusaism

  14. December 28th, 2009 at 12:15 pm
    Zane Aveton said

    You are just so perfectly awesome. What a great post.

    Love You!

    Zaneology :)

  15. December 28th, 2009 at 12:45 pm
    Top Social Media Strategy Books | I Think said

    [...] 10 Crucial Roles of a Social Media Director in 2010 (successful-blog.com) [...]

  16. December 28th, 2009 at 1:40 pm
    Maria Reyes-McDavis said

    Great post Liz, these are really “roles to live by” for everyone, even the little guy in social media :-)

  17. December 28th, 2009 at 1:55 pm
    Katie Wynne said

    Great post! With all the noise about Social Media out there, it’s helpful to break it down in simple terms. I found your list of roles to be an accurate assessment of the efforts SM managers, directors and consultants have to master.
    Thanks for sharing!

  18. December 28th, 2009 at 2:13 pm
    10 Crucial Roles of a Social Media Director in 2010 | Liz Strauss … | Seo Curacao said

    [...] here: 10 Crucial Roles of a Social Media Director in 2010 | Liz Strauss … Share and [...]

  19. December 28th, 2009 at 2:57 pm
    ME Liz Strauss said

    Heidi,
    I agree “gung ho” is exactly how social media tolks need to feel about the products they represent. How else can we build (as you said) community around something we’re supposed to believe in ? Underneath all of the points here is trust: competence, care, integrity, and performance all wrapped up in giving customers something outstanding they can’t get anywhere else … our products and us. It’s a powerful combination!!

    You nailed it!

  20. December 28th, 2009 at 3:00 pm
    ME Liz Strauss said

    Ben,
    I so like your observation. For me, that comes in a bit in the first one, but you’re right … we all need to test the waters and see what way works best for our individual personalities. Just like I can’t be you, I don’t do social media exactly like you would do.

    I like your choice of “sometimes y.” Sounds like you have a blog post in that idea.

  21. December 28th, 2009 at 3:02 pm
    bookmarking » Blog Archive » 10 Crucial Roles of a Social Media Director in 2010 | Liz Strauss … said

    [...] An interesting post today. Here’s a quick excerpt: What Sort of Expertise Does a Social Media Expert Need? Social Media Marketing budgets are on the rise. It’s been said that as many as 86% of Companies. Read the rest of this great post Here [...]

  22. December 28th, 2009 at 3:04 pm
    ME Liz Strauss said

    Hi Mike,
    Do you ever get a chance to sleep? It must have been a decision to take on both roles … on the one hand, it’s great to have them integrated so seamlessly. On the other, whew!!

    Glad this will help in any way. Let me know if I can help you in any others.

    You’re not a stranger anymore. :)

  23. December 28th, 2009 at 3:07 pm
    ME Liz Strauss said

    Hi Rick,
    Always good to say what we need to be doing. Thank you!

  24. December 28th, 2009 at 3:09 pm
    ME Liz Strauss said

    Hey Roy!
    Thank you and Welcome!
    I appreciate your taking time to leave that heartfelt comment. :)

  25. December 28th, 2009 at 3:10 pm
    ME Liz Strauss said

    Hi Jeff!
    A little overlap is what social media work is always about. I love your choices and your wording.
    Brilliant additions. :)

  26. December 28th, 2009 at 3:11 pm
    ME Liz Strauss said

    Zane!
    I attract amazing people … you are proof! Thank you for taking time to say that!

  27. December 28th, 2009 at 3:12 pm
    ME Liz Strauss said

    Hey Maria,
    I learned them all by doing them wrong. All of us “little guys” grow. :)

  28. December 28th, 2009 at 3:14 pm
    ME Liz Strauss said

    Hi Katie!
    Welcome!
    There sure is a lot of noise isn’t there? Personally, I find most talk of social media is becoming boring. A lot seems to be the same conversation over and over. I thought I might break up a little by taking a look at the larger picture. :)

  29. December 28th, 2009 at 4:44 pm
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  30. December 29th, 2009 at 5:02 am
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  31. December 29th, 2009 at 7:56 am
    Paul said

    Hi Liz. Great post - very thought provoking.

    Like Mike I have a joint creative director/digital director role in a UK agency, and i’d add “be creative” to the list. With more and more brands taking on a social media programme it’s going to become more difficult to get a share of consumer attention. Social media also enables people to build personal firewalls and we need to be creative in order to get behind them.

    2010 will be a challenging but very exciting time for social media pros.

  32. December 29th, 2009 at 8:25 am
    10 InTENtions for 2010 | Internet Bard said

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  33. December 29th, 2009 at 9:00 am
    Sonny Gill said

    Fantastic post, Liz! These points are great for any leader in business. For SM heads, it’s something that should be a part of our makeup and how we function on a daily basis - though we all benefit from these smart reminders, helping us keep our focus in such a fast-paced world.

    Can’t wait to see you around in Chicago btw!

  34. December 29th, 2009 at 9:01 am
    mckra1g said

    Great list - what I see as a common denominator is the ability to collaborate. I also like your reference to ‘becoming a fan’ - social media is a symbiotic relationship between businesses and their customers. Being on their team (serving as their SM consultant) requires a level of passion and commitment on your end equal to that of your client. It’s all about trust. They are trusting you with their brand; their message; their online personality.

    As a social media director, you have to take that personally.

    Again, thanks for the forum. Best, M.

  35. December 29th, 2009 at 10:29 am
    Chris Moody said

    Great post!

    “The proof is in the pudding” has never been more appropriate with the rapid growth of “experts” and “gurus.”

  36. December 29th, 2009 at 11:19 am
    ME Liz Strauss said

    Hi Sonny!
    Welcome to Chicago! Congratulations on your new job here!
    I like how you say it should be part of our makeup and how we function on a daily basis. Someone pointed out Twitter this morning that all leaders should be doing this. Yet the role of social media is new and cross-cultural inside and outside the business so it needs to be particularly sensitive to good practices.

    We have less time to do things, which means we need to keep our minds and hearts closer to the people who help us thrive. :)
    You’re going to be spectacular!

  37. December 29th, 2009 at 11:35 am
    ME Liz Strauss said

    Hi Molly!
    I so agree … it’s all about trust. It’s an awesome responsibility when a business invites us to help with what’s at the core of their unique difference. Their point of view has to be integrated into all we know about social business.

    You said that so brilliantly.

  38. December 29th, 2009 at 11:51 am
    ME Liz Strauss said

    Yeah, Chris,
    More than ever we need to be able to show folks that we understand them as well as the tools that we might use.

  39. December 29th, 2009 at 4:32 pm
    Joann said

    I really like this post and would add “be a direct marketer” to the list. Social media is a very powerful tool and extension to those who already know and have a solid direct marketing background. Remembering simple things such as “call to action” and limited time offers work great in this space. Tell people what you want them to do.

  40. December 29th, 2009 at 6:30 pm
    ME Liz Strauss said

    Joann,
    Thank you! I come from a direct marketing company. How could I have left that out? Understanding direct marketing has been a real foundation both offline and in understanding how the Internet works. Telling people what your expectations are is so simple and so powerful — ido it well and it builds trust.

    Wise words you left here!
    Thanks!

  41. January 5th, 2010 at 7:50 pm
    Social Media Marketing in 3 minutes | twitterblogger.net said

    [...] 10 Crucial Roles of a Social Media Director in 2010 (successful-blog.com) [...]

  42. January 8th, 2010 at 4:53 pm
    Kirk Ackerson said

    I like this post and the ensuing comments as it reflects and highlights the different viewpoints regarding social media today. If I may add one trait, it would be a continuous drive to learn. Social media is constantly changing and evolving - no one knows everything and the tendency to represent oneself as the expert is strong. Stop learning and you become obsolete!

  43. January 10th, 2010 at 12:04 am
    ME Liz Strauss said

    Hi Kirk,
    Chief Learning Officer. I just had that conversation on Tuesday. There’s no way a social media person can survive without piles of curiosity. I’m so with you on that idea!

  44. March 13th, 2010 at 7:41 pm
    Social Media: Perfect Fit for Individual Entrepreneurs | No-Clone Zone said

    [...] Liz Strauss’s 10 Crucial Roles of a Social Media Director in 2010 blog post about what it takes to make social media work in a corporate setting. Are you exhausted [...]

  45. May 11th, 2010 at 1:56 am
    jared said

    Great article! You definitely need to be a special person to be an effective social media director!

  46. May 12th, 2010 at 8:06 am
    ME Liz Strauss said

    Hi Jared,
    If you add them all up, a social media director needs to be what all business roles call for now … a leader who cares about the people he or she is working with … a leader who reaches out to help everyone succeed. ;)

  47. June 14th, 2010 at 8:49 am
    uk.cv.com said

    Great Post, you’ve done a very nice article, thanks a lot.

  48. June 15th, 2010 at 8:14 am
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  49. June 21st, 2010 at 10:58 am
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