Whether you think so or not, social media community management is everyone’s job. Everything you and your staff do online is a reflection of the company.
It is important to task the lion’s share of the work to a capable community manager or team, but that doesn’t let the rest of the company off the hook.
What a community management team needs especially is cooperation from the rest of the firm so they can do the best bang-up job to create a good digital impression.
Everyone should know about the company’s digital media platforms and policies. Even the manager. Management and staff should be encouraged to participate in promoting the organization and learn how to combine online venues with the brick and mortar. Having a policy for this helps all staff learn more about who their customers are, how they access information, and what their motivations are.
Businesses that get more personal online, who feature their staff as everyday people, their managers as someone fun to work with, they will get noticed and may even have an easier time recruiting.
A digitally enlightened company will offer complete training for the marketing/sales/community manager staff members (note that digital marketing is not the same as selling offline). Everyone at ground level positions should also be trained so as to keep the entire organization in sync. It is especially important that upper level management understand the concepts of digital media and how the entire organization can benefit from it.
This post and infographic by Salesforce offers a good place to start.