What the f**k is Social Operations?
Here’s our Head of Social Operations, Darcie Tanner, explaining the department’s role.
The social world is full of made up job titles and confusion with how new roles sit and are defined within the traditional advertising and digital world. Is Social Operations just another title we use to try to confuse people that we know what we’re doing, ala Guru, Ninja and Prophet?
Well, no, actually far from it. When you really look at it, the role has been there, just lacking a name and we were surprised it hadn’t been labelled earlier. As social is finally starting to come out of its birth and into its teenage years, brands are needing to pause for a moment, take a step back and review what’s been done to date.
This is where Social Ops comes into play. It’s time to clean up, organise and ensure things are done properly. Social operations covers tools, new technologies, structures, governance and guidelines, community management, process and implementation tactics and support for activity. This provides the opportunity to create consistency across activities, locally or globally, through deliverables such as playbooks and toolkits, but to also efficiencies and streamline activities around implementation and tools, resulting in better value for your budget.
Recently we worked with a client to implement a global hub and spoke model which saw us:
- Centralise 80% of their content calendar (which was then translated by local offices)
- Implement one global tracking system
- Ensure the process meant that all local delivery was feeding into regional objectives; and regional into global
- Create a toolkit for delivery of a global sporting sponsorship that required multiple levels of approval from all stakeholders
- Create a ‘real-time’ process for delivering activity across EMEA, APAC, LATAM and NA (for the aforementioned sponsorship)
- Implement a tool audit, choosing the right pairing of solutions that suited the client’s needs, which led to us training and on boarding all markets with the new processes
Okay, so it’s not the sexy side of social and it can be an upfront investment, but it is the side that makes social work. Far too many believe that social is only about the content that’s created and posted across social channels; social operations makes this content work, not only harder, but better and helps to deliver more value in the long run.