2. Audience engagement

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This approach calls on individuals to work across multiple networks, so a robust social media management tool is a non-negotiable here. Consolidating workflows into a single system is the only way to prevent your team from spending too much time hopping between disparate platforms.

A screenshot of the Sprout Social platform. The screenshot shows netherlands b2b leads the Week View of Sprout Coffee Co.’s publishing calendar. A user is drag-and-dropping a TikTok post so it publishes later than its originally scheduled time slot.
3. Distribution
Teams structured around distribution needs and tactics align roles around content creation and publishing formats. This setup is good for businesses that need to produce a lot of different content formats to meet the distribution needs of their audience.

Think about when you go from writing a lengthy email into recording a video—it’s not easy to switch your brain to a different skill. This is especially hard for creatives, who have to create a high volume of content in different formats. Allowing individuals to carve distinct lanes based on content formats (text, static images, short-form video, long-form video, etc.) gives them the focus they need to produce high-quality work.

That said, teams adopting this structure should note that it can create situations where audience engagement is put on the back burner. While creative and interesting content is crucial, our latest Index report found that the majority of consumers value brands that actively respond to their audience on social media.

Designing social media departments around internal functions aligns teams with different departments or business units, supporting the creation of tailored social media strategies that benefit specific areas of a company.