3 July 2015 0 Comments

Essential Needs For Capacity Building Of Your Digital/ Social Media Team

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals


Nigeria social media use, How to build capacity of digital media team, essential capacity needs for social, digital media team

Every great team and process need continuous overhauling. This is because if they remain stagnant, it is a matter of time before life is existed out of them. Though still alive but what one will have is just an echo and not a voice. No matter how great an individual is today, if he remains on the same spot without a continuous development, the individual’sj axe will go dull. There Is a need for deliberate investment to make a new mark.

With technology, one will not miss the point as long as one keeps an eye on the daily changes. If one waits till tomorrow, the market is already gone. What one will have is just an empty shell without any inner strength to function. It is not out of place to have strong social media or communucation team. Those who see no need for this are already late and far behind in the scheme of today’s communication process. There is a diversity in the skill of many digital media professionals.

One person may not know it all especially if you are a large organization. We have also noticed many had contracted digital media unit to an outsource company without any internal hand who understands how their company works. Not many  outsource digital companies posess the facts and figures of how your company operates. Our advice is that whatever you do, there must be one knowledgeable person from within who must be part of the outsource experts. The internal person has to be able to have great inter personal  relationship ability with  all the units especially with technology, production, sales and marketing among many others. This will help in creating the right  direction of what needs to be done and what adjustment must be made as a matter a of urgency. Anyway this is a discussion for another day.  Our focus here today is the need to constantly enhance the  capacity of your team if you already have one.

But before we go ahead, we need to make assumption or believe some of the items listed below are not negotiable. A need for top management buy in. If the top management does not believe or see a need for this unit, little or nothing can be achieved. There must be a goal and policy in place. There is also a need to appropriate a fraction of annual budget on this unit. Absence of these fundamental will hamper whatever good we will be sharing below. So first ask if these fundamentals are in place. So here are some areas a continuous capacity development will be required for your team.

1.Editing skill: we live in a word of ‘instant everything’. Even if you have great copy writer or superb editors, their sharpen skill today may become a dull axe tomorrow. Editing skills cut across board: text, photo, video and audio editing. Every final copy must be precise, on point with no excess word luggage.

2.Technical and back end skill: there is constant changes to every platform rules. Even  Google keeps changing its algorithms as well as what matters. If your team is very good today and refuses to keep an eye on the changes in  all the platforms you use, sooner or later all their efforts will just be ‘sitting on a rocking chair’ which gives much efforts but less movement.

3.Influencers marketing and relationships skill: we live in the age of collaboration,  support and mutual alliance formation. A single finger can no longer carry the loads from grounds up. If there has ever been a time that was possible though. A major skill now is how they can forge better alliance with online influencers in and outside the Industry you operate. With influencers on your side, you spend less money , enjoys great words of mouths and unusual support as well as covers greater mileage with less efforts.  So let them attend gatherings , conferences where they can meet with known influencers or sponsors a meeting of influencers in your industry.

4. Data Management skills: Not much can be achieved today without necessary data. But the danger here today is that many collect data  that are not needful or they will never take a look at. This is obvious as one constantly sees inbox messages that are not relevant to certain target audience. No room for mass message again. The message needs to be targeted, highly appreciated and useful to the receiver. Yes people talk of mass email marketing, but when you do your home work well, you appear smarter as well as reduce time and energy. The greater tragedy is that many have no data,knowledge management store. Every time they will have to start all over again and again.

5. Team building: one may say this should be taken for granted. After all everyone should know and have this skill. A crack in the team spirit of your social, digital media team can create untold damage. Why some by reason of position may be saddled with greater responsibilities,  it is essential to instil a team spirit where everyone is important and no one is useless. A weak link will cause the whole system to become rotten.

Photo credit: webchanakya

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