New Org for Social Network

Curtis Franklin Jr., Executive Editor | 2/1/2013 | 71 comments

Curtis Franklin Jr.
One of the joys (and dangers) of my job is that I get to search the Internet for interesting story sources. A recent infographic on business and social media caught my eye in a serious way.

The web designers at put together a pretty nifty infographic based on research by Lawrence Ragan Communications. The topic? How companies organize their social media teams. For a topic that didn't exist half a dozen years ago, this has become something that is critical for IT departments, marketing departments, and the hybrid "digital departments" that organizations are creating because none of the traditional labels seem to fit. The results show that how companies deal with social media is still very much a work in progress.

The first thing that leaps out is the finding that only about a quarter of organizations have a team dedicated to social media work. That has a couple of implications. One is that a very important method for communicating with customers (and potential customers) is being added to existing workloads in the company. The other is that this important task is being taken on by people with varying levels of expertise -- and practically no primary responsibility for social media's success in the organization.

Next up are two results that aren't particularly encouraging. First up is that more than half the organizations polled say that they're just keeping their heads above water when it comes to social networking -- only 13 percent describe their current efforts as "advanced." That's followed by the statement that more than three-fourths of the organizations have absolutely no plans to hire new people to deal with social media. That leaves relatively few avenues available for improving social media performance for your business.

What all this means is that the IT department is going to have something between total and a little bit of responsibility for making social media work better for the organization. If your company is like most, it's safest to bet on the finger pointing in your direction if goals aren't being met. How, then, to make sure you're contributing to success rather than a blame-fest?

In IT, we tend to think first of technology solutions to problems. There are, in fact, technology tools that can help, and many of them are built around big-data and the skills that can enable serious data analysis. For most organizations, though, the biggest wins are going to come through training and strategy, areas in which IT often plays second-fiddle to marketing. There are a lot of historical reasons for that to be the case, but if anything is proving true about social networking it's that historical roles and rules are seldom sufficient for new-network success.

How is your company dealing with social networks? How do you think they should be dealing with social networks. Let us know -- and let us know how you plan to deal with your new marketing department partnerships to help your organization succeed. Perhaps the information in this infographic will help -- it should certainly be good for serious discussion with your peers!

How Organizations Structure Social Media Teams

Infographic by

View Comments: Newest First | Oldest First | Threaded View
Page 1 / 8   >   >>
KeithGrinsted   New Org for Social Network   5/26/2013 5:34:25 PM
Re: Digital Departments...Digital Graduates
@curtis it is all about the engagement. You cannot expect to simply expect to use social media as another advertising platform. It is instead a means by which we can engage with customers and prospective customers. Content is king and we have to justify the right to continue. It is not something to be dabbled with!
geeky   New Org for Social Network   2/22/2013 11:51:28 PM
Re: social networks needs new professional
Thats some good news soozyg. We do need experts to take control over social media transactions rather than just freaks who spend their time in social media for nothing.
CurtisFranklin   New Org for Social Network   2/22/2013 8:49:11 AM
Re: Digital Departments...Digital Graduates
@Syerita, I won't claim to be a social media expert, but I'm quite sure that any strategy revolving around simply using social networks as a new advertising medium won't be truly successful. The key is to somehow create a sense of community among your customers and social followers. If that happens, truly amazing results can result.
CurtisFranklin   New Org for Social Network   2/22/2013 8:42:12 AM
Re: Outsourcing
@Taimoor, I agree that much of the "foot soldier" work can be outsourced but this seems like a skill set (at least, at the strategy and management level) that most companies would want to develop in house. My suspicion is that a lot of firms think of this as a fad, and they don't want to staff up then dump people when the fad runs its course. I think they're wrong, but only time can convince them of that.
The_Phil   New Org for Social Network   2/21/2013 11:52:35 AM
Re: Digital Departments...Digital Graduates
Keep shoving value-adds in front of them. Make them want more & more of what your company has to offer.
Taimoor Zubair   New Org for Social Network   2/21/2013 9:56:19 AM
I think social networking jobs can be effectively outsourced. Many cosmetics company are thriving with this approach. I have friends who promote the cosmetics on social media and get paid reasonably. They're are also very enthusiastic about getting paid for something they absolutely love.
Syerita Turner   New Org for Social Network   2/21/2013 8:24:11 AM
Re: Digital Departments...Digital Graduates
My company is using social networking to reach their clients but to what extent they are doing this I am clueless. They do have a good social prescence but is that enough. Is there more that we have to do to stay relevant? I think that is what we need to ask. Is there some way to stay at the forefront of the minds of the consumer? With everything being so digital and online it is hard to stay above the mark when it comes to strategies. That is why they hire the big wigs to figure this out. I just stay in my lane.
The_Phil   New Org for Social Network   2/18/2013 11:12:36 PM
Re: Digital Departments...Digital Graduates
Good point. Interesting bit to chew on though...
singlemud   New Org for Social Network   2/18/2013 9:38:54 PM
Re: social networks needs new professional
Agree, social media marketing is a marketing strategy. May need to be well understood its power and usage.
soozyg   New Org for Social Network   2/18/2013 7:01:01 PM
Re: social networks needs new professional

Yes, I believe it will. I am one of those social media specialists and know many successful colleagues. The social media consultant who knows what he/she is doing doesn't just simply post blurbs. We work very closely with the client/company to streamline the brand, streamline the marketing message, and work with the customers to retain loyalty.
Page 1 / 8   >   >>

The blogs and comments posted on do not reflect the views of TechWeb,, or its sponsors., TechWeb, and its sponsors do not assume responsibility for any comments, claims, or opinions made by authors and bloggers. They are no substitute for your own research and should not be relied upon for trading or any other purpose.

More Blogs from Curtis Franklin Jr.
Curtis Franklin Jr.   5/30/2014   10 comments
A good community can teach you a lot. And Enterprise Efficiency has been one of the best.
Curtis Franklin Jr.   5/26/2014   41 comments
Today is Memorial Day in the US, a day for remembering those who gave, in the words of Abraham Lincoln, "the last full measure of devotion" for their country and its citizens. It is a ...
Curtis Franklin Jr.   5/22/2014   35 comments
You're about to know precisely where your customers are and what they're doing. Are you ready for Big Data Advertising Everywhere?
Curtis Franklin Jr.   5/6/2014   19 comments
PHP is a great tool for building web pages that access databases. It's pretty nifty for pwning an enterprise site, too.
Curtis Franklin Jr.   4/30/2014   36 comments
BASIC turns 50 this year. Many IT pros wrote their first line of code in the venerable language, but is the ability to write code even important at the top of the IT ladder?
Latest Archived Broadcast
We talk with Bernard Golden about accelerating application delivery in the cloud.
On-demand Video with Chat
Register for this video discussion to learn how tablets can provide true business usability and productivity.
E2 IT Migration Zones
IT Migration Zone - UK
Why PowerShell Is Important
Reduce the Windows 8 Footprint for VDI
Rethinking Storage Management
IT Migration Zone - FR
SQL Server : 240 To de mémoire flash pour votre data warehouse
Quand Office vient booster les revenus Cloud et Android de Microsoft
Windows Phone : Nokia veut davantage d'applications (et les utilisateurs aussi)
IT Migration Zone - DE
Cloud Computing: Warum Unternehmen trotz NSA auf die „private“ Wolke setzen sollten
Cloud Computing bleibt Wachstumsmarkt – Windows Azure ist Vorreiter
Like Us on Facebook
Twitter Feed
Enterprise Efficiency Twitter Feed
Site Moderators Wanted
Enterprise Efficiency is looking for engaged readers to moderate the message boards on this site. Engage in high-IQ conversations with IT industry leaders; earn kudos and perks. Interested? E-mail:
Dell's Efficiency Modeling Tool
The major problem facing the CIO is how to measure the effectiveness of the IT department. Learn how Dell’s Efficiency Modeling Tool gives the CIO two clear, powerful numbers: Efficiency Quotient and Impact Quotient. These numbers can be transforma¬tive not only to the department, but to the entire enterprise.

Read the full report
The State of Enterprise Efficiency in the Virtual Era: Virtualization – Smart Approaches to Maximize Gains
Virtualization is a presence in nearly all enterprise data centers. But not all companies are using it to its best effect. Learn the common characteristics of success, what barriers companies face, and how to get the most from your efforts.

Read the full report
Informed CIO: Dollars & Sense: Virtual Desktop Infrastructure
Cut through the VDI hype and get the full picture -- including ROI and the impact on your Data Center -- to make an informed decision about your virtual desktop infrastructure deployments.

Read the full report
A Video Case Study – Translational Genomics Research Institute
e2 Video

On the Case
TGen IT: Where We're Going Next

7|11|12   |   08:12   |   10 comments

Now that TGen has broken new ground in genomic research by using Dell's storage, cloud, and high-performance computing solutions, the company discusses what will come next for it and for personalized medicine.
On the Case
Better Care Through Better Communications

6|6|12   |   02:24   |   11 comments

The achievements of the TGen/Dell project could improve how all people receive healthcare, because they are creating ways to improve end-to-end communication of medical data.
On the Case
TGen IT: Where We Are Now

5|15|12   |   06:58   |   6 comments

TGen is breaking new ground in genomic research by using Dell's storage, cloud, and high-performance computing solutions.
On the Case
TGen IT: Where We Were

4|27|12   |   06:45   |   10 comments

The Translational Genomics Research Institute wanted to save lives, but its efforts were hobbled by immense computing challenges related to collecting, processing, sharing, and storing enormous amounts of data.
On the Case
1,200% Faster

4|18|12   |   02:27   |   12 comments

Through their partnership, Dell and TGen have increased the speed of TGen’s medical research by 1,200 percent.
On the Case
IT May Improve Children's Chances of Survival

4|17|12   |   02:12   |   8 comments

IT is helping medical researchers reach breakthroughs in a way and pace never seen before.
On the Case
Medical Advances in the Cloud

4|10|12   |   1:25   |   5 comments

TGen and Dell are pushing the boundaries of computing, and harnessing the power of the cloud to improve healthcare.
On the Case
TGen: Living the Mission

4|9|12   |   2:25   |   3 comments

TGen's CIO puts the organizational mission at the heart of everything the IT staff does.
On the Case
TGen Speeding Up Biomedical Research to Save More Lives

4|5|12   |   1:59   |   6 comments

The Translational Genomics Research Institute is revamping its computing to improve speed, storage, and collaboration – and, most importantly, to save lives.
On the Case
Computing Power Helping to Save Children's Lives

3|28|12   |   2:13   |   3 comments

The Translational Genomics Institute’s partnership with Dell is enabling them to treat kids with neuroblastoma more quickly and save more lives.
Tom Nolle
The Big Reason to Use Office

3|18|14   |   02:24   |   46 comments

Office and personal productivity tools come in a first-class and coach flavor set, but what makes the difference is primarily little things that most users won't encounter. What's the big issue in using something other than Office, and can you get around it?
E2 Editors
SPONSORED: Mobile Security — A Use Case

3|4|14   |   04:27   |   16 comments

New mobile security solutions can accommodate a wide array of needs, including those of a complex university environment.
Tom Nolle
Killing Net Neutrality Might Save You Money

1|16|14   |   2:13   |   16 comments

The DC Court of Appeals voided most of the Neutrality Order, and whatever it might mean for the Internet overall, it might mean better and cheaper Internet VPNs for businesses.
Tom Nolle
The Internet of Everythinguseful

1|10|14   |   2:18   |   19 comments

We really don't want an "Internet of Everything" but even building an Internet of Everythinguseful means setting some ground rules to insure there's value in the process and that costs and risks are minimized.
Tom Nolle
Maturing Google Chrome

12|30|13   |   2.18   |   25 comments

Google's Chrome OS has a lot of potential value and a lot of recent press, but it still needs something to make it more than a thin client. It needs cloud integration, it needs extended APIs via web services, and it needs to suck it up and support a hard drive.
Sara Peters
No More Cookie-Cutter IT

12|23|13   |   03.58   |   21 comments

Creating the right combination of technology, people, and processes for your IT organization is a lot like baking Christmas cookies.
Sara Peters
Smart Wigs Not a Smart Idea

12|5|13   |   3:01   |   46 comments

Sony is seeking a patent for wigs that contain computing devices.
Tom Nolle
Cloud in the Wild

12|4|13   |   02:23   |   15 comments

On a recent African trip I saw examples of the value of the cloud in developing nations, for educational and community development programs. We could build on this, but not only in developing economies, because these same programs are often under-supported even in first-world countries.
E2 Editors
SPONSORED: Is Malware Evading Your IPS?

11|18|13   |   03:16   |   4 comments

Intrusion prevention software is supposed to detect and block malware intrusions, but clever malware authors can evade your IPS in these five main ways.
Sara Peters
Where Have All the Mentors Gone?

9|27|13   |   3:15   |   38 comments

A good professional mentor can change your life for the better... but where do you find one?
Tom Nolle
SDN Wars & You Could Win

9|17|13   |   2:10   |   5 comments

VMware's debate with Cisco on SDN might finally create a fusion between an SDN view that's all about software and another that's all about network equipment. That would be good for every enterprise considering the cloud and SDN.
Ivan Schneider
The Future of the Smart Watch

9|12|13   |   3:19   |   39 comments

Wearing a bulky, oversized watch is good training for the next phase in wristwatches: the Internet-enabled, connected watch. Why the smartphone-tethered connected watch makes sense, plus Ivan demos an entirely new concept for the "smart watch."
Tom Nolle
Cutting Your Cloud Storage Costs

9|4|13   |   2:06   |   3 comments

Cloud storage costs are determined primarily by the rate at which files are changed and the possibility of concurrent access/update. If you can structure your storage use to optimize these factors you can cut costs, perhaps to zero.
Sara Peters
Do CIOs Need an IT Background?

8|29|13   |   2:11   |   23 comments

Most of the CIOs interviewed in the How to Become a CIO series did not start their careers as IT professionals. So is an IT background essential?
Ivan Schneider
The Internet Loves Birthdays

8|27|13   |   3:25   |   69 comments

The Internet has evolved into a machine for drumming up a chorus of "Happy Birthday" messages, from family, friends, friends of friends who you added on Facebook, random people that you circled on G+, and increasingly, automated bots. Enough already.