Accomplishing each brand’s goals requires having hard conversations

[fomayof928@mowline]

To ease collaboration with each of the business lines they serve, Dan created a presentation within his first few months at Nelnet that explains the breadth of the social team’s capabilities and the different skills they can offer each business. “We are here to educate the partners on best practices and what goes into social media management and strategy,” Dan said. “The big misconception about social is that it’s easy. It’s so much more than posting. It’s A/B testing, reporting, interacting with audience members and more.”

A screenshot of the Nelnet Careers Facebook page. In the screenshot you can see the brand's intro, address and the employment email address.

He shares the presentation with each business marketing usa b2b leads leader, who mix and match the services they need á la carte. Dan explains, “The presentation I created lists each of our capabilities, including creating content, strategy, end-to-end production, graphics, social listening, reporting and regular check-in meetings. Each of our business lines needs different things.”

Make it your own: Whether your social team functions like an in-house agency or uses a center of excellence model, it’s critical that they have open lines of communication with each brand or business line. Give social team leaders a seat at the table, and encourage them to build relationships and educate other leaders about what goes into managing (and maximizing) social.

Managing multiple brand accounts does not mean copying and pasting your approach to social from one brand to another. Every brand or business line has their own objectives and audiences.

As Dan explains, “Each business line wants to accomplish different things. For example, some are more focused on organic growth, while others are more invested in paid campaigns.” It’s up to Dan, his team and the business lines to decide where they can spend their time and resources, and consider how to prioritize projects with company-wide goals in mind.