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Hi. My name's Julie Atherton.
I'm the founder of Small Wonder,
the social media advisory
and marketing consultancy,
and I also write books,
on social media strategy,
and social media marketing.
Today we're going to talk about
the Social Media Mindset Part 1:
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What we're going to cover in
the Social Media Mindset
is in two parts.
First of all, in this session,
we're going to talk about the
organizational structure that we
can use for social
media activity
within our organizations.
In Social Media Mindset Part
2 we'll cover the culture,
and particularly talk
about AI and risk.
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A range of organizational
structures that we
can operate in order to run
our social media activity.
Here are some examples
centralized, decentralized,
hub-and-spoke, holistic,
dedicated teams,
matrix and outsourced.
I'm going to talk through
each of these structures,
and highlight some of the areas
to consider when thinking
about which structure to use
within your organization.
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What is a centralized structure?
A centralized structure is where
all the social media activity is
managed by single central team.
They operate and run all of
the different platforms,
whether that be Facebook,
Instagram, TikTok,
et cetera through
that central team,
and make the decisions about
what social media
posts will be created,
where they will go and how
they will integrate together.
This means they can have
really consistent messaging,
and branding across
all of the platforms.
It's really easy to
implement and enforce
any social media policies
because it's
centrally controlled.
The decision making process
is very streamlined.
It's a top-down approach.
Large corporations who have
a dedicated social
media department
which is responsible for
all the content creation,
posting and monitoring operate
this kind of structure.
However, it can be difficult
to respond agilely to
what's going on in
different markets or departments
and therefore it can be
difficult for people
to feel completely aligned and
involved in the social media
activity of their business.
Decentralized structure.
In this example,
