The purpose of this post is to be a living document and industry reference on the topic of social media teams, as part as my ongoing coverage of corporate social media programs. This perspective stems from industry research and deeper client engagements, see other ‘breakdown‘ posts.
By definition, social business requires transformation within a company, resulting in leadership, program management, and a team to see this change through. In most cases, we see this team as a centralized resource that’s often cross-functional working closely with a number of corporate functions as well as business units ranging from product teams, geographies, the field, and departments. Without this team, the company will struggle to scale as different business units launch their own programs in a uncoordinated manner resulting in a fragmented customer experience, replication of duties, slow response in a coordinated manner, and a variety of tools, agencies, and vendors intersecting into the company.
Definition: The Corporate Social Media team is business program lead by a corporate social strategist that achieves business goals using social tools by coordinating with multiple business units across the enterprise.
Starting with Strategy
Before rolling out any team or putting job descriptions on the careers page, the leadership team and executive sponsors must ensure the right mindset and systematic rollout are in place. We find that many companies who are successful follow the following traits:
- Align with Corporate Goals –Not Social Media Goals. Don’t start with the aim of fans and followers instead first, have a business purpose that aligns with goals executives have already set, strategists should already know these, and then meld this new medium to these. Next, evaluate current skillset and resources including obtaining resources from existing teams. I typically see companies developing a business case, with a request for resources and executive blessing from a charter.
- Systematically Roll Out Program use Hierarchy of Needs. Companies who run and deploy blogs/communities/FB pages are at risk by not first getting ready. We found that advanced companies have deployed internal readiness such as governance, education, policies, process, and a roll-out program in a pragmatic method –not jumped to implementation. Read the Social Readiness report to learn more.
- To Scale, Let Go; Empower Business Units. Companies who reach a level of maturity often allow trusted and trained business units to implement their own social programs after aligning to the program charter of the social media team. This state allows business units to manage and deploy their program –encouraging scale and customization and speed at local levels.
Detailed Anatomy of Team
Altimeter found in a former survey of 144 global national corporations (read the full report) that the average composition of an enterprise class (over 1000 employees) company’s full time social media team is 11 professionals, often cross-functional. This research includes dozens of interviews and close interaction with Altimeter brand side clients who are leading these programs on a daily basis.
Matrix: Breakdown of the Corporate Social Strategist Team
Note that in smaller teams, individuals may cover multiple roles, and in most cases these are cross-functional teams, as community managers may often come from product marketing, customer support, or corporate communications.
||What No One Tells You
||Leader and program manager,The program leader for social business, the strategist is responsible for overall vision and accountability towards investments. We’ve done a detailed study on the career path of the social strategist including demographics, psychographics, business goals and challenges.
||Don’t hire an evangelist if they don’t have program manager chops. This individual must run a business program, and able to measure against real business results like: leads, sentiment, csat, customer support, and reduced costs.
||Primarily outbound and customer-facing, this role is a trusted member of the community, serving as a liaison between the community and the brand. These are often the most under-appreciated professionals in the team as they deal with customer woes time off hours and some even suffer personally as they deal with customer angst.
||Hire community managers that are balance brand enthusiasm with passion for customers –these are not PR pros that are on party message, but instead are trusted members of the community. Read the four tenants of the community manager to learn more. Celebrate these roles on Community Manager Appreciation Day.
|Business Unit Liason
||These internal facing members have a primary duty of reaching out to business units to get them to collaborate, get on board and often join a center of excellence. They may also represent a particular business unit, department, product line, or region. These are key conduits to maintaining relationships with many business teams, and are key for achieving enterprise coordination in scale.
||As an interface inside of larger corporations, this role serves as an internal conduit to 1.5 coordinate efforts with other business units, in order to provide them with resources, as well as ensure consistency. Yet don’t let them talk to business units unarmed, they should have a checklist of requirements and slot in education manager to obtain consistency.
||This often part-time role is designed to serve multiple business units and rank-and- .5 file employees in planning and organizing social media education, including best Manager! practices, policies, and resources
||Seek an individual that knows both social technologies but is patient to teach executives, business program managers, the team and rank and file. Encourage them to work closely with existing education programs.
|Social Media Manager
||This professional will have several projects with fixed stop dates to manage and ongoing programs. This may include launching programs, managing campaigns, dealing with agencies, and keeping teams on timelines. They may work in corporate or with business units.
||This individual is the engine of the team that keeps time, resources, and expectations aligned. Beyond finding social media expertise, look for project managers that have a background in operations or may be project managed certified.
||Using brand monitoring, social analytics, web analytics, and traditional marketing 1 tools, the social analyst is responsible for measurement and reporting across the entire program and for individual business units
||This individual should be able to see the big picture of the forest and ascertain how social is impacting the customer experience and business beyond minute details.
||The web developer typically already exists at the company, yet provides dedicated assistance to help plan, brand, configure, and integrate social technologies as stand- alone efforts, or into existing systems
||Work with a developer that is capable of connecting disparate social technologies with existing enterprise systems. As social software suites become dominant, the need for data integration will become a strategic asset for corporations.
|Content Strategist (new role)
||This individual will coordinate content strategies across the enterprise, customers, and partners, spanning both advertising, corporate content and social media content.
||Ensure this person is well read on Altimeter colleague Rebecca Lieb’s book on Content Marketing, and research report on same topic.
||This role already existing in many corporations and will closely work with team to integrate social into all digital channels, both online, on TV, in real world and beyond.
||Ensure this role knows that social can be a different medium and may require longer term efforts, dealing with negative content, and a rapid response team.
||Most companies rely on third party experts, both digital agencies and specialized social media agency of records. These teams can provide services for education, strategy, creative, content management, community management, analytics and beyond.
||Over the coming period, expect that the social media agency of record (SMaoR) will start to vaporize as digital agencies offer similar offerings, acquire them, or social agencies offer ads.
Common Team Characteristics by Maturity
Not all teams are equal, and we’ve measured the sophistication of teams by maturation which is dependent upon culture, resources, duration, and team skills to navigate. While it’s difficult to put a team in a direct specific column, the following trends are common across the following maturation phases.
||Evangelism, Education, Catalzying Change
||Program Formation, Coalescing, Coordination as a Central Resource
||Empowerment of business units to succeed within established guidelines
|Primary Focus Areas
||Proving business case, wrangling business units, scrapping for resources
||Managing interest from business units that may be out of control, or getting the entire org coordinate and on board. Still proving business case to executives and business units that are threatended
||Company is on board, consistently, yet primary focus is integrating into existing business systems and optomization
||Often a small scrappy team (3) of just a few folks, this team has a small budget and humble set of resources that likely include brand monitoring, social media management tools and online communities.
||Typically, we see a larger increase of internal team size (8) there are more resources being applied to this program. At this phase, most companies launch centralized resources (often called a Center of Excellence) to serve the corporation.
||Often a larger team size that we’ve seen grow beyond 20 folks in an FTE capacity this dedicated team is cross-functional, yet has consolidated leadership from a core function across the enterprise.
|How to Drive Business Case
||When pitching to executives, focus on three data points: 1) Social is a trend, not a fad 2) Our customers are using it (show data and anecdotes, 3) These are trusted conversations (show Edelman data) and we’re not actively involved.
||Focus on risk of social media proliferation and social crises from risk of lack of coordination. Show cost benefit analysis of not conjoining a single program
||Ensure programs are aligned with business objectives that executives are setting, if it’s market size increase, more leads, or better customer satisfcation, integrate into these existing programs.
Prior Research and Web Strategy Resources
This has been my core research coverage over last few years, here’s some of my prior reports and resources, that span career paths, team orgs, tools, industry hires, and list of team leaders.
Select Industry Resources
I read as much as I could that was already published online, here’s a few select resources for further insights.
- Building a Social Media Team Slideshare (Humana) by Amber Naslund of Radian6
- Building Your Internal Social Media Expert Team by J-P De Clerck
- Who should “own” social media at your company by HubSpot
- Data, published in 2012, from Spredfast report on Social Media team stats, by Spredfast
- Book The Social Media Strategist by Chris Barger (former-GM strategist now Voce)
- Smart Business, Social Business, Michael Brito (former-Intel strategist now Edelman)
- Diagram of Agency and Brand team working together by Vertical Measures
- Mashable on Define the Role of Your Social Media Team (JetBlue) by Erica Swallow
- Social Media Staffing and the Org Chart (put it everywhere) by Council and Support for Education Advancement
- Building your Social Media Team by Guy Clapperton
- Establishing A Centralized Social Media Management Model (with Diagrams) by Patrick Cummings
- David Armano has several diagrams ranging from org models, to center of excellence integration, David Armano
- On a humorous note, see org chart including a VP of Poking, by David Berkowitz of 360i
- Spredfast has a report with team breakdown via Jim Rudden, Spredfast
Future of Social Media Teams
In closing, these teams are dedicated units that are serving the corporation in a cross-functional manner. In time, they will give up much of the deployment in exchange for allowing business units to scale. Expect that these teams evolve or become subsumed into content strategy teams, digital marketing, or customer experience teams that span multiple channels and mediums, as they are already not limited to social channels.
How are today’s social media teams structured? Ever wonder who’s behind those corporate Twitter and Facebook accounts? Think there’s more to it than an intern just tweeting haphazardly?
This data, in the below graphic, is compiled from Altimeter’s recent survey to 144 global national corporations with over 1000 employees shows how today’s teams in 2011 are breaking down. This is the core team that operates the social media program within a corporation, often within corporate communications or a marketing function they will work with other business units. For very large corporations, they may be fragmented among many business units (the Dandelion model), and this data doesn’t even include agency, consultants, or even research firms who help out. Here’s what we found:
Finding: A Social Media Team Consists of Four Major Functions
While the team size may vary, it’s important to understand the components of a team. Also, it’s key to look at the ratios between the groups, so companies can know how to plan and budget. Although you can learn more about the specific titles here, among the responses, we found a trend of four key groups, segmented by:
- Leadership Team: We found 1.5 folks are focused on leadership and vision, the most common title is the Corporate Social Strategist, and we published a research report discussing the aspirations and challenges of this Open Leader, and how they organize internally. They are primarily focused on the overall program ROI, and are internally focused to drive business results. This role is a requirement, even if it’s a part time role.
- Business Unit Facing: Two folks are facing the business units (liason, education), and work inside of the company to help multiple business units from sales, support, products, field, execs get on board. Often they can be segmented by region (like Sarah Goodall, SAPs EMEA social strategist) and even by product units. These roles are key for coordinated scale, once the center of excellence has been established
- Market-Facing: Three three community managers are facing customers, and serve as a go-between to balance the needs between customers and the corporation, I’ve written at length about these important professionals, see all tagged posts. These units are key for customer interaction, but in the end cannot scale and will shift to advocacy or enable customers to respond to each other.
- Program Management: We found 4.5 are in program management (developers, analytics) that keep the ship growing by running programs often at the corporate level like the social media managers, the analyst that’s conducting reporting and brand monitoring programs, and lastly the developer teams, which get systems to work. As a corporate resources serving spokes, these roles are key, esp as data needs to be aggregated for business intelligence.
Applying This Data To Your Program
Averages are helpful, but only if we can apply this to your business, and because it’s not easy to publish about all the variations, here’s how to apply it to your business:
- Company size changes team headcount –yet ratios likely stay same. This is an average, so the changes of you having exactly 11 folks is not likely, chances are your company is larger or smaller than this average –and your team size will vary. In fact, this is often a cross-functional team, as a majority of companies are in the hub and spoke or dandelion models. In fact, if your company is smaller, you may be wearing multiple hats –but we should expect the ratios of the roles to roughly average out, all things equal.
- Mature programs shift to empowerment, changing team dynamic. We’ve sorted data by maturity in previous sample sizes, and know that in 2010 the team sizes were a little under 4 for novice, about 8 for intermediate, and could get up to 20 for mature programs, read the report on budgets and team sizes. You should expect similar modeling to occur in all corporations. Furthermore, we’ve seen trends that more advanced companies will have more business unit liasons to empower teams, and reduce their core community managers as the conversations move the edges of the company.
- If these teams are successful, they fade into the background. In the future, these teams will likely shrink, or evolve into customer experience teams. Know that the corporate social strategist will work themselves out of a job. Why? Business units will be able to operate their own programs without excessive oversight, following program guidelines, and using pre0-set best practices and sanctioned software systems. With that said, a core team will always be required, to coordinate the enterprise, but we predict this will evolve into a customer experience team (or back into the CX team)
Thanks to Christine Tran, Senior Researcher at Altimeter (and part-time tomato farmer) for work on surveying brands, analysis, and collating data for this graphic. If you’re in one of these teams, I would to hear from you, what your team size is, composition, in the comments below.
Update: Here’s a related graphic detailed the team roles and descriptions, all from the report on Social Business Readiness where the data above is from.
Update Jan 7, 2011: I am no longer updating this list, instead, find the more updated list for 2011 for Corporate Social Strategists.
As an industry watcher, I look at trends, data, spending, technologies, yet what’s really important is watching the trend of professionals as they grow into these roles managing disruptive technologies. Update: Brian Hayashi has created a spreadsheet of this with additional info –like Twitter handles. We’re staying coordinated so the data is matched, follow Brian on Twitter.
[Connecting with customers using social technologies is deceptively challenging, as most outsiders don't recognize the leadership to change internal cultural. Now, in public, let's recognize those who are paving the way]
Methodology: About this List
This 2010 list is an update from the original I started in 2008, it was woefully out of date as people moved around. This list is updated, as I’ve separated the large technology section in HW vs SW and am only linking to LinkedIn accounts.
A majority of this data is based off submissions in the 2008 post, which most which are self-submissions or from their fellow colleagues and we only link to their already public profile in LinkedIn for verification. We’ve spend days compiling this data, but due to the content ever changing, we expect there to be some inaccuracies, leave a comment if you see something that needs fixing. Thanks to Sonal Mehta a student at American University who I’ve hired helped me in this research.
Read Carefully: How to get on this List
In a world of noise, curation becomes very valuable, as a result, there are very specific requirements for this list, which include: 1) You must have a public LinkedIn profile page, as this is one of the best way to verify employment. 2) The profile indicates that social media is part of your full time employee role at the corporation–not just for personal or casual use. 3) You must work at an enterprise class corporation with more than 1000 employees, 4) Must be on brand side 5) You’ll kindly leave a comment below with the submission for review. Due to excess volume, submissions by Twitter and emails or other channels will not be included, kindly leave a comment in this centralized area below.
In an effort to keep information in a tight scope, I’m not able to include folks who are doing great work in other sectors. However, if you decide to create a list for other sectors, I’ll prominently link to it from this post. Update: Here’s a growing list for non-profits.
Sign Up For Upcoming Free Report: Skillset of the Social Media Strategist
The Altimeter Group is developing a free research report, on “Skillsets of Social Media Strategists” and will identify the attributes, backgrounds, experience of this emerging role, if you’re interested in receiving a copy, please register on this form. We will use portions of the data found in this post for the research report, so thanks for helping to update it.
Social Media Strategists at Corporations
The strategist is a program manager, who mainly focuses internally rather than being the external public face like the community manager. They are primarily responsible for resources, processes, teams, they are usually internally focused and ultimately, return on investment.
- Corey Mull, Social Media Strategist, Marketing Leadership Council of the Corporate Executive Board
- Matt Anchin, Senior Vice President, Digital Communications, The Nielsen Company
- Michele Frost, Director, Web Marketing, Forrester Research
- David Thomas, Strategist Social Media Manage, SAS
- James Davidson Web Strategist, Interactive Marketing, Manpower
- Collin Douma, Vice President Social Media at Proximity Worldwide
- Debbie Curtis-Magley, Public Relations, UPS
- Tiffany Monhollon Wilson, Communications & Social Media Manager Express Employment Professionals
- Aneta Hall, Social Media Marketer, Pitney Bowes
- Donna Tocci Director, Web/New Media at Ingersoll Rand
- Michael Palko, Manager, Solution Education Programs at The Healthcare Business of Thomson Reuters
- Jaimee Clements, Senior Online Product Manager, eBusiness at AAA NCNU
- Eran Barak Community and social media strategist SVP, Global Head of Community Strategy at Thomson Reuters
Consumer Product Goods
- Philippe Borremans, Chief Social Media Officer, Van Marcke Group
- Eric J. Oliver Director, Digital Brand Communications Converse, Inc.
- Jordan Williams, Manager of Digital Engagement, REI
- Dave Knox Strategist Brand Manager, Digital Business Strategy, Procter & Gamble
- Bonin Bough strategist Director of Digital and Social Media, PepsiCo
- Michael Donnelly Group Director, Worldwide Interactive Marketing at The Coca-Cola Company
- Jennifer Cisney Chief Blogger and Social Media Manager, Eastman Kodak
- Jim Deitzel Sr. eMarketing Manager, Newell Rubbermaid
- Bert DuMars Vice President E-Business & Interactive Marketing Newell Rubbermaid
- Paul Banas Senior Category Insights Manager at Kraft Foods
- Rick Mahn, Social Media Strategist, Land O’Lakes
- Marisa Thalberg VP, Global Digital Marketing at The Estee Lauder
- Marco Roncaglio, Director of Strategy and Planning. On-line at Philips
Electronics, Devices, Mobile
- Ken Hittel, Vice President, Corporate Internet Dept. New York Life Insurance Co.
- Allan Schoenberg strategist Director, Corporate Communications at CME Group
- Ben Foster Strategist, Senior Strategy and Content Manager – Social Networking, Allstate Financial
- Ken Burbary strategist Advisory Services Ernst & Young
- Alan Edgett Sr. Director, Digital Strategy & Innovation Experian (FTSE)
- Scott K. Wilder, GM – Online Communities / Social Media, Intuit
- Matthew Lehman, Web Experience Director, Progressive Insurance
- Ed Terpening, VP Social Network Marketing, Wells Fargo
- Christine Morrison Roszak, Social Media Marketing Manager, Intuit
- Annalie Killian, Director Innovation, Communication, & Collaboration, AMP Ltd
- Shawn Morton, Director of Mobile, Social and Emerging Media, Nationwide Insurance
- Zena Weist, Director of Social Media, H&R Block
- Stacy Gratz, Social Media Marketing Manager, American Express
- Steve Furman, Director, Design, Customer Experience and Social Media at Discover Financial Services
- David Meiselman, Director of Digital/Web Strategy, The Hanover Insurance Group
- Brian England, Marketing Manager, Social Media Strategist, Western Union
- Jennefer Meyer, VP Social Media Strategies, BBVA Compass
- Rhonda Sloan, Associate Director – PR, Web and Online Strategies, American General Life Companies
- Suzanne Stull, Social Media & Brand Manager, E-Business, Discover Financial Services
- Keith Paul, Online Experience Specialist, MassMutual Financial Group
Health and Life Sciences
- Ryan Squire, Social Media Program Director, Ohio State University Medical Center
- Bob Stanke Community Manager, Interactive Community Manager | Social Marketing Strategist Life Time Fitness
- Shwen Gwee, Lead New Media Communications, Vertex Pharmaceuticals
- Marcus Frank, Director of User Experience & Digital Strategy Lockheed Martin, National Cancer Institute Contract
- Charlie Schick, Sr Media Producer, Children’s Hospital Boston
- Lee Aase, Communications Manager, Mayo Clinic
- Bob Hazlett Internet E-Marketing Liaison at ALSAC/ St. Jude Children’s Research Hospital
- Greg Matthews Consumer Innovation, Humana
- Holly Potter VP Public Relations, Kaiser Permanente
- Erin Macartney, Public Affairs Specialist/Social Media, Palo Alto Medical Foundation
- Vince Golla, Director, Digital Media and Syndication, Kaiser Permanente
- Keith Boswell Director, Digital Marketing Strategy, Kaiser Permanente
- Erin Macartney’s, Public Affairs Specialist/Social Media Palo Alto Medical Foundation
- Nick Dawson, Director of Communications & Community Engagement at Bon Secours Health System
Hospitality, Food Service
- Paul Dillon Head of Digital Communications Mondial Assistance Group
- Vanessa Sain-Dieguez, Social Media Strategists, Hilton
- Virginia Suliman, Vice President – Websites, Hilton
- Cassandra Imfeld Jeyaram, Social Marketing and Promotions Manager, InterContinental Hotels Group
- Kara Imai Senior Director, Online Marketing at Hawaii Visitors & Convention Bureau
- Pamela Naumes Web/Interactive Marketing, The Cheesecake Factory
- John B. Moore Social Media Administrator, B and B Hospitality Group
- Shannon McDowell, Director, Website Management & Communication, Hilton Worldwide
- Gavin Baker, Social Media Manager, Ruby Tuesday, Inc.
- Diana Plazas, Director, Doubletree Online Marketing at Hilton Hotels Corporation
Government, Armed Services, Education
- Christina Whitlock, Social Media Management, Supervisor, Marine Corps Recruiting
- Kevin Jones, Social Media Manager, NASA / SAIC
- Scott McIlnay, Director, Emerging Media Integration at Dept. of the Navy, Office of Information, U.S. Navy
- Mike Boehmer, Senior public relations specialist Hamilton County Department of Job and Family Services
- Sonny Gill, Online Marketing and Social Media Strategist, DeVry University
- Sherri Maxson Director, Digital Marketing at DeVry University
Media and Entertainment
- Brett Rudy Director, Strategic Consulting, Epsilon
- Andrew D. Nystrom, Sr. Producer, Social Media + Emerging Platforms, The Los Angeles Times
- Charles Miller Director, Digital Care/Social Media Strategy DIRECTV, Inc.
- Michael Hall Director of NESN.com New England Sports Network
- Jason Richman Director, Digital Product Strategy & Development NBC Universal
- Laurent Courtines Community Manager AOL , Games.com
- Dan Thornton Digital Marketing Manager, Absolute Radio
- EM Stock Studio Community Lead, Paragon Studios
- Amy Worley, Vice President of Marketing, Andrews McMeel Publishing
- Jessica Berlin Social Media Manager at Cirque du Soleil
- Robert Michael Murray Vice President, Social Media, National Geographic Society
- Casie Stewart, Digital Marketing Coordinator, MuchMusic & MTV, CTV
- Kelly Owen, Social Media Manager and Strategist with SPEED Channel, Inc, Fox
- Tom Fishman, Manager, Social Media & Community at MTV Networks
- Natalie Malaszenko, Director of Social Media & Commerce, PETCO
- Winnie Hsia Social Media Specialist Whole Foods Market
- Barry Judge strategist CMO, Best Buy
- Tracy Benson, Digital / Interactive & Emerging Technologies at Best Buy
- Denise Garciano, Social Media Manager, PacSun
- Gary Koelling Director Emerging Media Technology, Best Buy
- Stephanie Pike, Director, eCommerce Product Development Sears Holdings Corporation
- Vanina Delobelle, Manager, eCommerce Product Management at Sears Holdings Corporation
- Ed Gawronski VP, Digital Marketing, Kohls
- Daniel Giordan, Creative Director, Social Commerce Sears Holdings Corp
- Alexandra Wheeler, Digital Strategy , Starbucks
Technology, Hardware, Networking, Component, Computer
- Bill Johnson, Head of Global Community at Dell
- Todd Shimizu Director of Communities, Juniper Networks
- Brendan Lewis Director, Corporate Social Media Relations, Juniper Networks
- Len Devanna, Director Web Strategy & Operations, EMC
- Gunjan Rawal, World-wide Marketing Manager, Intel Software Network
- John Earnhardt, Senior Manager, Global Media Operations Cisco Systems
- LaSandra Brill Sr Manager, Digital & Event Marketing at Cisco Systems
- Richard Binhammer Senior Manager, Dell
- Dave Mastronardi Product Manager / Implementation Architect, Raytheom
- Bill Pearson Manager, Intel Software Network Intel Corp
- Aaron Tersteeg Community Manager Intel Corporation
- Bryan Rhoads Sr. Digital Marketing Strategist Intel Corporation
- Amy Barton, New Media Communications Manager Intel Corporation
- Bob Duffy, Social Media Strategist Intel Corporation
- Ken Kaplan, Broadcast and New Media Manager, Global Communications Intel Corporation
- Adam Christensen, Social Media Communications Manager IBM
- Jeanette Gibson, Director, New Media, Cisco Systems
- Amie Throndson, Social Media Manager, Dell Inc
- Angela LoSasso Global Social Media Strategy and Programs, Hewlett-Packard
- Deirdre Walsh, Community and Social Media Manager, National Instruments
- Annie Rodkins, Program Manager Intel Corporation
- Kelly Ripley Feller, Social Media Strategist, Sales & Marketing Group, Intel
- Adam Gartenberg, Program Director, Information Management Marketing and Strategy IBM
- Chris James, Social Media Strategist, Advanced Micro Devices
- Todd Watson Social Media and Search Marketing Manager, IBM Software Group IBM
- Jamie Pappas Manager, Social Media Strategy, EMC Corporation
- Colleen Swanger Director, Graphics and Digital Marketing, NCR
- Tony “Frosty” Welch Lead Social Media Strategist and Community Manager : Personal Systems Group, HP
- Tawnee Kendall Social Media Manager, Creative Labs
- Amy Paquette, Sr. Manager, New Media Communications, Cisco
- Zoya Fallah, Social Media Manager, SP Video, Cisco Systems
- Colleen Seery, Social Media & Customer Relationship Marketing, ECI Telecom
- Frank Days, Director, New and Social Media, Novell
- Stephanie Marx, Social Media & Web Marketing, Cisco Systems
- William Robb, Social Media Marketing, Cisco
- Steven Lazarus, Lead Strategist, Social Media & Interactive Marketing for SOA and WebSphere Software, IBM
Technology, Software, Internet
- Kristy Bolsinger, Social Media Marketing Strategist, RealNetworks
- Matt Hicks Manager, Corporate Communications, Facebook
- Diane Davidson Sr. Manager of Customer Success and Community Program Cisco, the WebEx Technology group
- Steven Tedjamulia, Sr. Product Manager Open Text, Vignette Corporation
- Anton Chiang Marketing Programs Manager, Web Communities and Social Media Juniper Networks
- Alison Bolen Editor, sascom magazine and sascom voices blog, SAS
- Marilyn Pratt Community Evangelist SAP Labs
- Lacy (Doolin) Kemp, Social Media Communications Specialist RealNetworks
- Marty Collins Group Marketing Manager Microsoft
- Mark Yolton Senior Vice President – SAP Community Network SAP
- Brian Ellefritz strategist Sr. Director, Social Media Marketing SAP
- Holly Valdez Marketing Programs Manager Cisco WebEx
- Rick Reich Sr. Mgr, Social Media & Technologies Citrix Systems
- Maria Poveromo, Group Manager, Social Media, Adobe Systems
- Brian Watkins, Social Media Manager, Formerly Omniture, Adobe Systems
- Shashi Bellamkonda Social Media Swami Network Solution
- Natalie Hanson Director, Global Business Operations SAP
- Steve Bendt strategist Sr Marketing Manager Social Media Microsoft
- Lorna Li SEO & Social Media Marketing Manager Salesforce.com
- David Kim Grp Manager, Online Marketing and Communities Symantec
- Karen Snyder New Media Program Manager Verisign
- Fred “Fritz” Alberti Director of Social Media Salem Web Network
- Vishal Ganeriwala Sr. Manager Citrix Ready Program Citrix Systems
- Peter Parkes, Social Media Communications Lead at Skype
- Valeria Maltoni’s, Director, Marketing Communications SunGard Availability Services
- Betsy Aoki Sr. Program/Product Manager, Social Media, Microsoft Bing
- Kira Scherer Wampler Word of Mouth/Social Marketing Leader, Small Business Division at Intuit
- Marcus Nelson, Director of Product Marketing, Salesforce.com
- Michael Procopio, Social Media Strategist, HP Software
- Karen Wickre, Senior Manager, Corporate Communications, Google
- Gurmeet Dhaliwal VP, Internet Marketing at CA (formerly Computer Associates)
- Justin Kistner, Sr. Manager Social Media Marketing, Webtrends
- Winton “Sonny” Adcock, Program Manager, Social Media & Customer Channel for Technical Support, Intel Corp
- Jamie Grenney Sr. Director of Social Media at Salesforce.com
- Lynn R. Girotto, Sr.Director at Microsoft, Bing, Exchange, Mobile
- Brian Kling, Social Media Manager, Autodesk
- Kirsten Watson Director, Corporate Marketing, Kinaxis
Community Managers at Corporations
The community manager is primarily externally facing, and interacts with customers as the public face of the company. They are primarily customer advocates, evangelists, bloggers, community moderators, and experts at using social technologies to communicate. We honor them every fourth Monday of January on Community Manager Appreciation Day. To keep the focus tight, this list is only of corporate community managers, and not those on contract at community platform vendors or service companies on contract.
Government, Armed Services, Education
Hospitality and Travel
Electronics, Devices, Mobile
Technology, Hardware, Networking, Component, Computer
Technology, Software, Internet
- Ryan Sommer, Marketing and Community Manager, Hellotxt
- Linda Skrocki Community Manager Linda Skrocki Sun Microsystems
- Justin Kestelyn Senior Director, Oracle Technology Network & Developer Programs Oracle
- Robyn Tippins Community Manager, Yahoo! Developer Network Yahoo!
- Erica Kuhl Sr. Community Manager, Salesforce.com Community Salesforce.com
- Craig Cmehil Community Evangelist SDN
- Kellie Parker Community Manager, Sega
- Rachel Luxemburg Group Manager Developer Relations Adobe Systems
- Jon Mountjoy Community Manager & Editor-In-Chief Salesforce.com
- Scott Jones Manager, SAP EcoHub Content Operations SAP Labs
- Jeff Sandquist, Senior Director Platform Evangelism, Microsoft
- Melissa Daniels, Sr. Community Manager at Yahoo!
- John Troyer, Sr Manager, Communities at VMware, Inc
- Heather Champ, Director of Community at Flickr, Yahoo!
- Marilyn Jaynes, Y! Answers Community Manager, Yahoo!
- Brenda Law, Shine Community Manager, Yahoo!
- Elsa Chang Community Manager at Yahoo!
- Ben Gaines, Community Manager, Adobe Systems
- Erica Leep, Community Manager, RightNow
Social Media Researchers and Social Media Product Managers at Corporations
When I started this list in 2008, I didn’t have a specific slot for researchers and product managers who are creating these products. These roles are not folks who are using the technologies for marketing, support, or other business use cases (end users) but instead are researching and creating the products that the above professionals will use in their jobs.
I’m passionate about what these folks do, as I, myself, was a strategist/community manager at an enterprise corporation a few years ago. Update: Thanks to Altimeter’s Andrew Jones for the assistance on the updates.