Which structure should you best implement for your social media programme?
Mainly two types of structures are competing: the centralised model versus the decentralised!
Each model has its own strengths and weaknesses.
When you develop the structure of your social media programme, you need to consider which type of model matches best your organisation’s needs and culture.
In a centralised model, a central entity, called “the hub”, creates the message, the content, the strategy and makes all the decisions for the entire social media programme.
Advantages:
- a complete control over the message and the content,
- a complete control over the execution of the programme,
- collaboration is easier.
Disadvantages:
- a tendency to become bureaucratic,
- it encourages a “corporate style” instead of creating human connections.
In the scenario of the decentralised model, the central hub it is joined by multiple satellites that can also create their own specific messages and content.
Advantages:
- topics are driven by direct initiative,
- the team that feeds the discussion brings deep insights,
- it brings competency in the discussed field,
- a convenient friendly tone it is used.
Disadvantages:
- the control is more difficult,
- there is a risk of ineffective scatter.
Whatever your choice may be, your social media programme must be carefully installed.
Interested by implementing a social media programme in your organisation? Email us: mailto:digital@inextremis.be
Based in Brussels, Page in extremis is a communication agency that makes brands conversational. We help organisations manage their communities, engage with their stakeholders and convey their messages through social media.
For more information:
http://www.inextremisdigital.be
http://www.inextremisdigital.eu
http://www.inextremis.be