SM management team should mainly fall into the public relations (PR) responsibilities. The responsibility of the SM management team is to facilitate PR job functions and train the sales team on how to incorporate SM into the sales person’s job functions.
The PR is the fact checkers, the reputation controller, and the representation of the company. Those skills should be valued in all kind of situations that the company is faced with. They are the ones that will teach the sales person and the SM marketers the value of the company, so that they, the sales person and the SM marketers can begin to integrate company values with SM values.
The sales management force is responsible for selling a company’s product(s). According to the Encyclopedia of Small Business Management (SBM), sales management involves having a plan, implementing that plan, managing the functions and recruiting the right sales staff, “the sales manager for a small business would likely decide how many sales people to employ, how best to select and train them, what sort of compensation and incentives to use to motivate them, what type of presentation they should make, and how the sales function should be structured for maximum contact with customers” (p. 993).
One way to maximize contact with customers on SM is having the sales team interacting with customers to help them with decision making, distinguish between products, and create genuine dialog.
This will require training from not only the sales management techniques and SM knowledge of communicating with the customer both in content and technology, but the good content that SM demand is found not only in digital capabilities, but the PR department whose job it is to manage information, their knowledge is the best department to give the responsibilities to overseeing SM future, simply because they are already trained to be responsible for representing the company both internally and externally. They communicate with the employees, the outside public, and the higher ups in the form of stake holders and regulatory laws.
PR represents perception in multiple areas, SM marketers represent training internal bodies to represent the company, and keep the customer happy, and Sales Staff represents the exchange between clients and the company. The PR department only needs to incorporate another media, SM and adapting to their way of communication. Of the concerns of creating great content, learning company policies, providing two ways channels of communications with the pubic are done best by the PR department.
Cinthia Costa, an Advertising professional in her response to, What Makes a Successful Social Media Marketing Team agrees that SM “should represent the team work of PR professionals, Customer Services and Account Managers.”
I agree that the three should be heavily involved in the planning and executing of a good business plan. By the responsibilities of the SM marketing should fall under the PR.
Similarly the SM marketer job is concerned with keeping their customers happy in real time and this is accomplished by training all companies’ employees how to engage with the customer using SM rules of engagement and tools.
According to the Encyclopedia of Small Business, Marketing is the implementation of the marketing concept to each and everyone of the company’s employees: From top management to the sales staff, “the customers’ needs, wants and satisfaction should always be foremost in every manager and employees’ mind” (p.558). The Encyclopedia of Public Relations describes the responsibilities of the marketing department to:
Make and keep customers…Thus, in reality, it is impossible to separate marketing…every employee is both a salesperson and a goodwill ambassador for your business. In fact, to your customer, he or she is your business. Therefore, you have to view marketing as a process with three major functions:…identifying, influencing and servicing customer counts, brand building, and loyalty. (p. 507)
The essay also highlights that marketing has a variety of tasks such as, “research[ing], positioning, packaging, differentiating pricing, promot[ing], calendar[ing], budgeting, and analyz[ing]—all of which serve the purpose of increasing customer count, that is, making and keeping customers” (507). Like the sales person, the SM marketers are similar in that their main focus is to find, keep and service the customer; as well as training the entire company how to deal with the SM customers.
However, while PR functions, similarly deal with internal and external concerns, they are the ones that will teach the sales person and the SM marketers the value of the company, so that they, the sales person and the SM marketers can begin to integrate company values with SM values.
Everyday Finance describes the public relations (PR) department as the department that provides information about the company or public information about other organization. The purpose of this communication between the PR department and the public is to protect the reputation of the company. It requires also that the company provides a two way communication that allows the public to respond and interact with the company’s messages. PR, “is both a science and an art: It involves delivering accurate, consistent, and timely messages as well as conveying the right message to the right audience” (p. 619).
The focus of PR involves various areas: working with the media and ‘news outlets’ to influence reputation, participating with the community in sponsoring local events, projects, improvements, communicating with government regulatory groups, industry analysts, and investors, to trade relations dealing with industry relation.
If the advice is to integrate SM into the functions of all areas of the business, then it only makes sense to have the people who have experience with both internal and external relations on multiple levels to be the one to oversee the management of SM. The PR team should manage the SM team.
Work Cited Page
Knutson, Bonnie. (2005). Marketing . Encyclopedia of Public Relations: Gale Virtual Reference Library.Vol. 2. www.http://go.galegroup.com/ps/i.do?id=GALE%7CCX3439100267&v=2.1&u=lehman_main&it=r &p=GVRL&sw=w&asid=14f1beaee8ae3cf1106959176cc13dd
Odden, L. (2010) What Makes a Successful Social Media Marketing Team? Retrieve from http://www.toprankblog.com/2010/11/social-media-marketing -team/
“Marketing Concept and Philosophy.” (2009) Encyclopedia of Management: Gale Virtual Reference Library. Retrieved from www.http://go.galegroup.com/ps/i.do?id=GALE%7CCX3273100181&v=2.1&u=lehman_main&it=r &p=GVRL&sw=w&asid=38ec37d0e6fb45f81b2dfc014158cead
“Public Relations.” (2008). Everyday Finance: Economics, Personal Money Management, and Entrepreneurship: Gale Virtual Reference Library. www.http://go.galegroup.com/ps/i.do?id=GALE%7CCX2830600273&v=2.1&v=2.1&u=lehman_ma in&it=r&p=GVRL&sw=w&asid=bf7a9725ec72b059ba930344817e655f
“Sales Management.” Encyclopedia of Small Business: Gale Virtual Reference Library. Retrieved from www.http://go.galegroup.com/ps/i.do?id=GALE%7CCX2687200518&v=2.1&u=lehman_main&it=r &p=GVRL&sw=w&asid=f7f9cb150f27ed54bdd6f292d9504d28