Moving into step 5 in this series, we are now getting into the meat of what it takes to have a successful social media campaign/team in your company: the Content.

How should your team produce content?

Your team must develop a workflow process that allows your team to stick to its goals, create great content and measure the results of that content.

Evey company's workflow will be different, but all successful workflow processes will designate the person (or people) responsible for:

• Conceptualizing ideas
• assigning content
• Creating content
• Editing content for accuracy and tone
• Approving content for publication
• Uploading and publishing content
• Ensuring content is being published as assigned
• Promoting content across multiple channels
• Responding to user feedback and content
• If necessary, mediating conversations between users and content
• Measuring user response to content

your team leader should play a vital role in all of the above, but it may not be realistic to expect him or her to do it all. It may work best to split up the task list by department, and charge the team leader with keeping each department informed of the others' efforts.

Some examples of task distribution might be:

• You charge your marketing team with monitoring brand-based conversations and creating blog posts, which are approved by the COO, while you leave responding to customers up to the customer service team, and meet regularly with the team leader to discuss each departments progress.
• You assign the content creation to the creative department, charge the team leader with the editing and posting all content, ask the engineering department to handle gathering metrics on user response, and share all the information by email.
• You require that every member of the team log in to social media daily and generate a memo on their area of expertise and possible content assignments, which will be circulated, assigned and approved by the team leader.

It is very realistic that in smaller companies all of this work load will fall on the shoulders of a single person. Using a social media tracking program is very helpful in this regard; if you're an art-school grad being charged to deliver analyitcs from three different social media networks, smart software beats a messy excel sheet.

What if you've never created content before?

You may also have some initial issues to consider besides your task list. These might include:

• Establishing a company voice
• Creating levels of permissions for different users and departments
• Establishing a company social media policy
• Discussing troubleshooting strategies for the worst-case scenarios
• Balancing social media duties with other duties within the company

Content is king. That is the bottom line in social media. If you have ever been on Twitter and watched all the posts streaming down your screen you will know that it takes some quality use of the small amount of space to get people to not only pay attention to your post, but to also click on your links and or decide to follow you. Once you find your voice, establish your team, and begin posting on a regular basis you will start to establish your position in your area of industry. Once you build a reputation that is in line with your objectives, the momentum will begin.

We have almost reached the end of this 6 part series on how to start, and manage a successful social media campaign and team within your company! In part 6 I will wrap it all up with a discussion on how frequently you should produce content to keep your followers engaged with your brand.