Social media has already changed business profoundly. If yours hasn't, you are already behind the curve. If you have customers, their expectations regarding how they interact with businesses has likely already shifted dramatically.
So how will you deal with these changes in your business? They will surely impact marketing and legal, perhaps even I.T. But what else is on the horizon?
This is my list of five employees you might hire in the next five years (and whose positions didn't exist five years ago). Part of this equation depends on how big you are and how ingrained social media becomes in your business. Another aspect is your company's size - smaller companies may likely combine aspects of these jobs.
That said, it's likely that someone will need to fill the following positions in some way. How are you preparing?
- International Community Compliance Chief: Facebook and MySpace may be dominant in the U.S., but how much attention are you paying to social networks in other countries? Do you have a presence on Korea's Cyworld, Orkut (huge in Brazil), Mixi in Japan, Bebo in the UK, or Grono in Poland? Someone in your company needs to claim the company name on all of these sites, oversee even moderate design, set up unique referral links, and ensure that all of these efforts match your company's over-arching strategy. (Thanks to Paul Gillin's Secrets of Social Media Marketing for these examples, roughly on pages 101-106.)
- Community Manager: People are talking about your brand. If they do it within the auspices of the company, in a sanctioned forum, message board, or internal blog, you will need a community manager. This employee needs to both ensure (through personal interaction) that the community is a valuable assets without spammers or flamers (definition #1) and they need to set up the internal documentation with which you regulate employee interaction. These people are the face of your brand to the outside world and the customer ambassador to internal staff.
- Online Reputation Manager: While the community manager has a public presence and is sanctioned to act, an online reputation manager is wider-reaching in their scope, but largely hidden from public view. This is the person you turn to when you need to know which online influencers are talking about your brand. They need to have a comprehensive view of your competitors' online reputation. They need to identify openings in the market or current customers' requests. The online reputation manager is the spy agency (within reason) for your company.
- Blogger Outreach Manager/Blog Cultivation Expert: A lot has been said about the right way to approach bloggers and the wrong way to approach bloggers. Do you have an expert on your staff who already has relationships with bloggers in your industry? Everyone needs good PR or the occasional digg/stumble/sphinn/[insert goofy web 2.0 term of the day]. "[Bloggers] are a potentially significant new constituency for public relations efforts, and they are the engine that drives successful viral marketing promotions" (Paul Gillin's Secrets of Social Media Marketing, again.) Let the blogger outreach manager cultivate like-minded souls online and advise you to the up-and-comers. Allow this individual to build relationships with them now before you need their help.
- Chief Conversation Officer: This is the big kahuna of social media leadership in your company. The Chief Conversation Officer is an amalgamation of many of the roles described above. However, the CCO reports directly to the top and it is a soup-to-nuts position: they are responsible for finding the online conversation, documenting it, sharing it, analyzing it, and ultimately joining in on the conversation (in a non-creepy, non-"marketese" kind of way). Here are more details about the Chief Conversation Officer position.
How are you preparing for the influx of social media into your business? Are you cultivating leaders within your organization to help? Please share your ideas and suggestions in the comments section below.
(Image courtesy of preciouskhyatt via Flickr)