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Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization by Olivier Blanchard

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8. Laying the Operational Groundwork for Effective Social Media Management

No matter what its size and complexity, a social media program needs some kind of reporting and collaboration process in order to function. Without this structure, the various business functions involved in the program will not be able to work in concert with one another, and their social media activity will be as unfocused as the flow of information between them.

Program structures can usually be divided into two parts: vertical and horizontal. The vertical structure is the reporting structure, or leadership structure, and it maps hierarchy and authority within the program. The horizontal structure maps all operational connections between cross-functional teams and establishes ...

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