Archive for the ‘Web Team’ Category

Breakdown: Corporate Social Media Team


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.

Business Needs:
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.

Screen shot 2011-12-22 at 8.11.57 AM

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.

Role Primary Duty What No One Tells You
Social Strategist 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.
Community Managers 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.
Education Manager 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.
Social Analyst 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.
Web Developer 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.
Digital Strategist 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.
Agency Partners 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.

 Maturity Novice Intermediate Mature
Summary Description 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
Common Resources 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.

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.

Social Media will Normalize –Why Dedicated Roles and Direction are Required


Normalization in corporations
Dan Schawbel eloquently writes his position on why he believes that in the future that there will not be any social media experts within corporations. He asserts that these easy to use communication tools will normalize and be adopted by everyone –without having a centralized resource. He uses the metaphor of email experts in the 60s and how they aren’t needed now. He’s not the only one to think this, this is a stance Edelman’s Steve Rubel also takes.

Trendwatch: Roles are appearing
I respectfully disagree, as I’m seeing something else happen: centralized groups of social media decision making, budgets, best practices, and training are emerging within corporations –some are centralizing. One thing is for certain: full time and part time roles are being created at enterprise class companies, and my list grows each week. (I started with 8 ).

[As real business goals, budgets and resources are put towards social media, corporations naturally react with dedicated roles]

Examining email usage as a model
The metaphor for we don’t have ’email experts’ in 2008 isn’t quite true, as there is a whole class of marketers that have appeared called Direct Marketers that focus on email marketing. While email certainly has become a ubiqutious tool, it takes a certain skillset to masterfully (and often not) derive effective email marketing campaigns. While everyone can fire off an email to customers, planning, care, and experience are required when sending emails to thousands and millions of prospects and customers –as they are representing the brand in an official context.

Why coordination will be more successful than not
While I agree every employee represents the brand, we’ve got to realize that in many cases, brands that adopt social media are using it for marketing efforts, campaigns, and programs –all in a coordinated way. As a result, they have to pitch to management, assemble budgets, get headcount, and measure the accountability of their actions. Without having a real plan and strategy, you risk creating a fragmented experience to your customers, having redundancies from different folks in your organization, and lack true organization.

In fact, I had breakfast with LaSandra Brill of Cisco who has one of these dedicated roles, and she already sees that “Social Media roles will likely centralize, and in some cases in MarCom”. I’d add that’s similar to what happened to email marketing, after years of normalization with all employees.

Take for example some companies that encourage blogging from many employees, brands like IBM, Sun, Microsoft, and HP. While each could be argued to have major success from this open discussion, while they may be everywhere and talking to everyone, it’s hard to hear a single consolidated voice from the many small waves. I could quantify this by adding up the sum of comments and trackbacks for the thousands of public blogs, then divide by the total number of blogs, to derive a conversation rate, which I’ll guess would be lower than many top tech blogs.

Summary: Expect dedicated roles to appear –but as a guide, not a force
So in summary, while it seems like these tools should quickly normalize, and spread to each individuals, companies that are organized will be more effective than companies that are not. In the future, most employees will uses these tools as gracefully as email, when it comes time for comprehensive swell –internal leadership to guide the many ships will be needed. An important caveat: for success, these roles are more of coordinators, educations, and internal resources –not forceful controllers.

Related Resources

  • Trends: Corporate Adoption of Social Media: Tire, Tower, and the Wheel
  • Growing list of Full Time Social Media Professionals at Enterprise Corporations
  • A Complete list of the Many Forms of Web Marketing for 2008
  • Understanding the difference between a Task, Project, and Program
  • Forrester Report: How to Staff for Social Computing
  • Scorecard: Should Startups Have Community Managers?


    Marshall poses the question (and does analysis and conducts informal interviews) do startups need Community Managers? He points to my growing list of enterprise class companies who are adopting these roles, but we should also examine the startup.

    First of all, if you don’t know what a community manager is, start with these four tenants on my blog, or read the Forrester report (aimed towards corporate, not startups) how to staff for social computing.

    An excellent piece, but let’s step it up and look at the bigger question, for startups, corporations, or mid sized companies. The real question to ask is “Should companies engage customers and prospects in a collaborative nature online”. The answer? “it depends”.

    Marshall’s post gleans opinions from those that agree and disagree with the notion, all of them make sense, and I’m sure I’d agree that you don’t always need one. For example, the cash strapped company, having a dedicated role to manage community relations is costly, especially when you’re trying to get the next product iteration out. Another thought is that for small startups, nearly everyone is doing community relations, it’s not one specific role. Lastly, a few reasons why it doesn’t make sense is if there is no social aspect to your product, if it’s just being consumed, and no one has questions or needs to develop or share it with others (a component part perhaps) they the need to have relations doesn’t make sense.

    Of course there are lots of considerations, Dawn lists out others, for some financial companies this may be a challenge due to legal restrictions (although Mint had Damon Billian as the community manager for some time). But taking a look at most startups (as to how Marshall is referring to them) he’s often asking about the web startups.

    [Should Startups Have Community Managers? It depends, use this informal scorecard to conduct self-analysis and to trigger an internal discussion]

    Startups are unique compared to large funded corporations, so, let’s list out when it makes sense and when it doesn’t using this scorecard

    Add Positive Points. Startups should have a community manager when:
    You should tally check marks as “+1” for each of these:

  • Score one point if the startup has a thriving online discussion around their product
  • Score one point if the startup has a thriving discussion around the “lifestyle” that the product provides (different from above)
  • Score one point if the startup has an online web product or service
  • Score one point if the startup wants to improve products from direct customer feedback
  • Score one point if the startup’s business model requires third party developers to help growth
  • Score one point if the startup has a competitor with a community
  • Score one point if the startup has a strong product in the market and is ready for mass adoption
  • Score one point if the startup has a competitor that has a community manager role
  • Score one point if customers are ‘banging at the door’ with questions, suggestions from forums, blogs, and other resources.
  • Score one point if your customers are specifically asking for a community manager
  • Tally your positive score

    Subtract Points. Startups should NOT have a community manager for the following scenarios
    You should tally check marks as “-1” for each of these:

  • Minus one point if the startup is in stealth mode and the product isn’t yet revealed
  • Minus one point if the startup is small enough where everyone can participate
  • Minus one point if no one interacts with your existing products, or perhaps it’s quickly consumed and not discussed
  • Minus one point if the startup is small enough where every employee can act as community liaisons
  • Minus one point if the startup if there is no current online discussion at the “lifestyle” level
  • Minus one point if the startup’s product is failing and all resources should be focused on building the product
  • Minus one point if the product can be supported by the community at a 95% or greater threshold
  • Minus TWO points if the startup’s management and the orginization is not prepared to take in community feedback to make changes.
  • Tally your negative score

    = combine positive and negative points

    Next: Conduct your own self-analysis and have an internal (and external) discussion

    If you can suggest other additions or subtractions, leave a comment below. First, put yourself in the seat of the CEO or COO, does this make business sense?

    I’m not going to give you a single number where a startup should or should not hire a community manager, as I think there are internal factors that will set each companies ‘go or no go’ threshold number, but instead, use this checklist as an internal discussion point and conduct your own self-analysis.

    List of Full Time Social Media Professionals Grows


    When I first started this list, there were about 8 names on it, just about every day, I continue to add more names, and I’ve thus had to segment the list out by verticals. What is this list? It’s a list of full time social media professionals at Enterprise size companies.

    As noted in my recent research report, there are two main roles that are appearing, the social computing/media strategist (I count 54 folks on my list), and the community manager (I count 47 folks). When I wrote the report it was focused on interactive marketers, so it didn’t include an R&D viewpoint, as such, I’ve now added a third category to the list of product managers that create social media products (no surprise they are all in the tech industry)

    So what does this mean? What we’re starting to see is that companies are putting actual resources (headcount, programs, budget) around social media programs, it’s no longer a toe-dipping exercise that someone does part time in their role.

    A while back Steve Rubel suggested that these skills will fold into everyone’s role, and there will be no need for these single specific roles. In the long run, yes, he’s right. We should note that there are currently web marketing managers, (web strategists) email marketing managers (called direct marketers), and advertising managers –all of which are focused on being efficient in their mediums. So unless those specific roles go away, there is no indicator that these full time social media roles will go away.

    So, if you’re trying to indicate to your management or client that this movement is indeed happening, forward that list to them, and let them see the trending for themselves. Do note that many in the non tech industry will discount this as mainly as a tech industry ‘thing’, I’ve heard from multiple clients that when tech companies adopt new technologies, traditional companies like consumer goods, finance, will often retort “yeah, but that’s the tech industry, it’s not reflective of our space”. Quite possible indeed, but you should watch the tech industry in order to anticipate early adoption of technologies, and as it moves up the curve, you should be prepared to adopt.

    Also, if you plan to submit, please carefully read the requirements, I screen each submission for accuracy, description, to ensure a solid, defensible list. Frankly, a wiki, just wouldn’t result in the same vetting quality.

    The Challenge of the Social Media Executive Recruiter


    I’m in a fortunate position that I spend most of my days talking to vendors, buyers, investors, and of course, analysts in the social media industry.

    But now, I’m starting to talk to more and more recruiters. Some of it’s due to my career series called “on the move” but mainly because that brands are starting to take this movement seriously.

    In my recent Forrester report “How to Staff For Social Computing” I outlined two roles. The social media/computing strategist, and the online community manager, I recently met yet another recruiter (read my findings from the first one) who is focused on bringing forth social media strategists to large brands, and they both have the same problem. Coincidently, he read my reports (I realize they are being passed around, without paying)

    Challenges that recruiters are having hiring social media strategists

    First of all, finding folks is a challenge, to find an experienced social media strategist is limited to just a few folks. What’s the qualifier? They’ve actually deployed this in an existing company already. I’ve a list that I created a few days ago of Strategists, while it’s going to hit over 100 people this week, there’s very few folks on the strategist list. Talking about it on a blog is far different than having done it and brands want a track record of at least once success.

    Secondly, going into a company and making severe cultural changes across multi-departments is a challenge. I know, as I’ve done it, being prepared to be an evangelist, and educator, a teacher, a cheerleader, and a leader is a challenge –esp when the culture may not want to move forward. It’s a challenging position that requires more jockeying than most in order to bring about enterprise change. In most cases, executive support (and funding) will be needed, including arguing teaching old school marketers.

    Lastly, consultants are having much more lucrative offers by going off on their own, starting their own shop, or joining a smaller crew. Some can make more money by being independent, and not having to deal with too much internal politics.

    Some say we’re in year 3 (depending on how you count) for big companies to start to consider these technologies, as such, finding folks that are qualified, and then being able to attract them to go through the challenges they just finished are well, tough.

    For more resources, check out my “on the move” posts (celebrating new hires in the space) and my “careers” section where I share what I’ve learned (I’ve made a lot of mistakes along the way) or you can find social media jobs right on my job board. Also see this list of Social Media Strategists, Community Managers, and Product Managers.

    I share a lot here on this blog, but desire for you to talk back, please leave a comment on what you’ve experienced when it comes to hiring experience social media strategists.

    Lastly, he asked me not to blog about the specific job or brand, although it’s Fortune 1000, why? he’s not confident he’ll get the qualified people, so I’m honoring his request.

    List of Social Computing Strategists and Community Managers for Enterprise Corporations 2008 –Social Media Jobs and Professionals


    If you’re interested in jobs for this space, please read the “on the move” posts.

    Understanding how companies staff, organize, and prepare for social media/computing is one of my top interests personally and professionally. Having been a former Online Community Manager at Hitachi Data Systems, I want to make sure companies do it right. I’m often asked which companies have one of the two emerging roles, (companies love to benchmark against their peers) so I’ve decided to start a list, not only to back my research, but also for those wanting to show to their companies “hey this is starting to happen for real”.

    The first role is the Social Computing Strategist, the second is the Community Manager, although the titles vary, and sometimes it’s a part-time function, there’s clearly a trend as corporations staff.

    It’s important to note, that in the end, these skills (the ability to communicate online) will disperse and grow to many employees. Generation Y comes to us with these abilities built it as a “digital natives”– yet the need to organize will still occur, it’s a knee jerk reaction to every corporation.

    This list, which I realize is going to be a lot of work, will be an ongoing index of these professionals, I will only do this for a limited time (probably till end of 2008, or until I can’t scale).

    Unlike a wiki, I will be vetting this list to ensure quality. Kindly leave a comment but first read the requirements:

    1) This is your full time (and current) job even if you have a variation on the title –you are not a consultant. Sure, you do more than social media alone, but the organization realizes you’re on point as the expert.
    2) You’re at a large corporation, in fact, a Fortune 5000 company, or you’ve over 1,000 employees. I can easily list out thousands of community managers at startups, but I’m trying to demonstrate how large corporations are moving forward.
    3) Provide reference: You must provide your title, and a link to your blog/profile/linkedin that indicates your role and title, perhaps a post that announced your title or intentions.
    4) Indicate which role you are, a Strategist (inward focused) Community Manager (externally focused), or Research of Product focused (developing a social media product/service for sale)
    5) This is primarily for external efforts with customers and prospects –not internal
    6) If you do not meet the requirements to meet this list, you can create your own, and I’ll prominently link to it. Update: April 2009, Ted has created a list for community managers that focus on internal communities.

    I’ve you’re a social media professional (at a smaller company, agency, startup) I’ve a list for everyone on my “on the move” posts.

    Ongoing List of Social Computing Strategists at Enterprise Corporations
    The Social Media Strategist, whose job is to lead the internal charge, develops the program, gains resources, convinces management, and measures success.

    Key differentiator for this group? They are primarily internally focused program managers.


  • Ken Kaplan, Broadcast and New Media Manager, Global Communications Group at Intel Corporation
  • Bob Pearson, Vice President, Communities & Conversations at Dell
  • Chris James’s Experience, Social Media & Community Strategist, Advanced Micro Devices
  • Gunjan Rawal, Worldwide marketing manager at Intel Software Network
  • Adam Christensen, Social Media Manager, IBM Corporation
  • Bryan Rhoads, Sr. Digital Strategist at Intel Corporation
  • Brian Ellefritz, Sr. Mgr, Social Media Marketing at Cisco Systems
  • Todd Watson, Social Media and Search Marketing Manager, IBM Software Group
  • Rawn Shaw, CoE Lead – Social Software Programs & Enablement at IBM
  • Vanina Delobelle, Global Product Director, Monster
  • Jeanette Gibson, Director of New Media, Cisco Systems
  • Karen Snyder, New Media Program Manager, Verisign
  • Marc Sirkin, Sr. Marketing Manager – The Microsoft CIO Network at Microsoft
  • LaSandra Brill, Manager, Web & Social Media Marketing at Cisco Systems
  • Tac Anderson, Social Media – CRM – Search, HP
  • Adam Gartenberg, Team Lead, Social Marketing Initiatives at IBM
  • Christopher Haro’s Experience, Social Media Manager, Premiere Global Services
  • Justin Kestelyn, OTN Editor-in-Chief, Oracle
  • Richard Binhammer, Senior Manager, Dell
  • Deanna Bell, New Media Program Manager, Cisco
  • Dave Mastronardi, Program Manager / Implementation Architect at Raytheon
  • Jamie Pappas, Social Media Strategist, Evangelist, and Enterprise Community Manager, EMC
  • Michael Brito, Global Social Media Manager, Intel
  • Annie Rodkins, Social Media Manager, Intel
  • Lorna Li, Web Marketing Manager , Social Networking & Social Media, SalesForce
  • Kelly Colgan, Media Relations Specialist, Schneider Electric
  • Dan Schawbel, Social Media Specialist, EMC
  • Bob Duffy, Senior Social Media Strategist, Intel
  • Mark Yolton, Senior Vice President, SAP Community Network, SAP
  • Steve Mann, GVP, Social Media & Customer Experience Strategy, SAP
  • Bob Duffy, Senior Social Media Strategist, Intel
  • Fred “Fritz” Alberti, Senior Manager of Social Media, Salem Communications
  • Tilly McLain, Community Manager, MyBlogLog, Yahoo
  • Diane Davidson, Sr. Manager of Customer Success and Community Program, Cisco, the WebEx Technology group
  • Rick Reich, Sr. Mgr, Social Media & Technologies, Citrix Systems
  • Rachel Makool, Sr. Director, Community Development, eBay
  • Electronics

  • Mark Squires, Head of Social Media Communications, Nokia
  • Marcie Cohen, Sr. PR Manager, Sony Electronics
  • Hospitality

  • Cassandra Jeyaram, Social Marketing Manager for InterContinental Hotels Group
  • Automotive

  • Chris Barger, Director, Global Communications Technology, General Motors
  • Scott Monty, Digital & Multimedia Communications Manager, Ford Motor Company
  • Christopher Barger, GM Director of Global Communications Technology, General Motors
  • Sylvia Marino, Executive Director Community & Social Media Operations, Inc.
  • Airline

  • Paula Berg, Public relations specialist, Nuts about Southwest Blog, Southwest Airlines
  • Brian Lusk, Manager Customer Communication, Nuts about Southwest Blog, Southwest Airlines
  • Morgan Johnston, Manager Corporate Communication, JetBlue Airways
  • Alma Dayawon, Electronic Communications Manager, The Boeing Company
  • Aerospace

  • Ariel Waldman, NASA CoLab program coordinator
  • Finance and Insurance

  • Ed Terpening, VP of Social Media Marketing at Wells Fargo
  • Matthew Anchin, Vice President, Online Communications, American Express
  • Christine Morrison, Social Media Marketing Manager at Intuit’s Consumer Group
  • Scott Wilder, GM – Online Communities at Small Business Division, Intuit
  • Paula Drum, Vice President, Marketing, H&R Block
  • Alan Edgett, Sr. Director of Advanced Marketing Systems, Experian Interactive
  • Justin Gibbs, Online Marketing Strategist, Manager, Experian Consumer Direct
  • Annalie Killian, Director of Collaboration, Intranet, Communication and Innovation at AMP
  • Shawn Morton, Senior Consultant for Social Media at Nationwide Insurance
  • Matt Anchin, Vice President, Online Communications, American Express
  • Matthew Lehman ,Web Experience Director, Progressive Insurance
  • Consumer Products

  • Jim Deitzel, Sr. eMarketing Manager at Newell Rubbermaid
  • Lindsay Lebresco, Public Relations & Social Media Manager at Graco Children’s Products/Newell Rubbermaid
  • Bert DuMars, Vice President E-Business & Interactive Marketing, Newell Rubbermaid
  • Retail

  • Todd Feldman, Sr Manager, Emerging Marketing Channels, Circuit City Stores, Inc.
  • Stephanie Pike, Manager, Content and Community, Circuit City Stores, Inc.
  • Gary Koelling, Sr Mgr Social Technology, Best Buy
  • Steve Bendt Sr. Manager of Social Technology, Best Buy
  • Denise Garciano, Online Content & Community Specialist, PacSun
  • John Andrews Emerging Media Sr. Manager at Wal-Mart Stores, Inc
  • Research

  • Yemil Martinez, Director, New Media Marketing and Web Strategy, Institute for International Research (IIR) a subdivision of Informa
  • Michele Frost, Director, Web Marketing at Forrester Research
  • Heathcare

  • Marcus Frank, UX Strategist & Creative Director, National Cancer Institute
  • Burt Lum, Business Relationship Manager, HMSA
  • Shwen Gwee, Lead Business Analyst, Health Informatics and New Media at Vertex Pharmaceuticals
  • Media Gaming and Entertainment

  • Jessica Baker, Marketing Manager, Interactive Media, American Greetings Interactive
  • Michael Hall, Community Product manager,
  • Charles Miller, Director, Inbound E-mail Operations and Blog Outreach, DIRECTV, Inc.
  • Eby Ghafarian, Manager, Product Engagement & Community Development at Hachette Filipacchi Media (,,
  • Jean Fahmy Director, Director, Digital strategies, Transcontintental Media
  • Jason Richman, Director, Digital Product Strategy, NBC Universal
  • Daniel Thornton, Community Marketing Manager at Bauer Consumer Media
  • Charles E. Miller, Director, Inbound E-mail Operations and Blog Outreach, DIRECTV, Inc.
  • Agency

  • Shiv Singh, Vice President, Social Media & Global Strategic Initiatives, Avenue A Razorfish
  • Brad Mays, Senior Vice President (Social Media), Fleishman-Hillard
  • Jon Burg, Emerging Channels Specialist with Digitas
  • Services

  • James Davidson, Web Strategist, Creative Services & Branding, Manpower

  • Ongoing List of Community Managers at Enterprise Corporations
    The Community Manager, who’s job is to primarily be a community advocate is a social media user, and is externally focused, they are primarily the face to the online community. As companies scale, I expect to see these types or roles appear often for each product group at larger companies, they often report directly to the strategist or at least have a dotted line.

    Key differentiator for this group? They are primarily an externally (customer/community) facing role.


  • Lionel Menchaca, Community Manager, Dell
  • Anton Chiang, Web Communities Manager, Juniper Networks
  • Lacy Kemp, Social Media Communications Specialist at RealNetworks
  • Stephen Spector, Sr. Program Manager, Community, Citrix
  • Michael Sandoval, Global Communities Manager, Texas Instruments
  • Vishal Ganeriwala, Sr. Manager of Citrix Developer Network, Citrix
  • Amie Paxton, Channel Community Manager, Dell
  • Angela LoSasso, Community & blogs strategist, HP
  • Tom Diederich, Social Media/Web Community Manager, Cadence Systems
  • Bill Pearson Bill, Manager, Intel Software Network, Intel
  • Josh Hilliker, Community Manager of the vPro Expert Center, Intel
  • Robyn Tippins, Community Manager, Yahoo! Developer Network at Yahoo!
  • John Summers, Community Manager at NetApp
  • Mario Sundar, Community Evangelist at LinkedIn
  • Tom Ablewhite, Community Manager, Thomson Reuters
  • Craig Cmehil, Community Manager for the SAP Developer Network
  • Lou Ordorica, Social Media Producer at Sun Microsystems
  • John Earnhardt, Senior manager, media relations and blogger in chief, Cisco Systems
  • Deirdre Walsh, Community Manager at National Instruments
  • Rachel Luxemburg, Community Manager at Adobe
  • Aaron Tersteeg, Software Developer Community, Intel
  • Josh Bancroft, Software Developer Community, Intel
  • Jeff Moriarty, Software Developer Community, Intel
  • Cathy Ma, Yahoo Community Manager, Yahoo Europe
  • Shashi Bellamkonda, Social Media Swami , Network Solutions
  • Ian Kennedy, Product Guy, MyBlogLog, Community Manager, Yahoo
  • David Kim, Manager, Online Marketing and Communities at Symantec
  • Marilyn Pratt, Community Evangelist, SAP Labs
  • Scott Jones, Community Manager and Content Strategist, SDN at SAP Labs
  • Badsah Mukherji, Sr. Community Manager at VMware
  • Jon Mountjoy, Community Manager & Editor-In-Chief at Salesforce
  • Senior Director, OTN & Developer Programs Oracle
  • Jake Kuramoto, Oracle Apps Labs, Oracle USA
  • Kelly Feller, Web Marketing Manager leading the IT Community site Open Port, Intel
  • Erica Kuhl, Sr. Producer & Community Manager, Community
  • Aaron Tersteeg, Community Manager (Multi-core Development) Intel Software Network, Intel
  • Jeff Moriarty, Community Manager (mobility) for the Intel Software Network, Intel
  • Alison Bolen Editor, Sascom voices blog, SAS
  • Melissa Daniels, Community Manager for All-Star group for Yahoo! Messenger, Yahoo!
  • Amy Barton, Strategic Programs Manager, Intel Software Network, Intel
  • Holly Valdez, Community Manager, Cisco, the WebEx Technology group
  • Electronics

  • Ray Haddow, Blogger Outreach, Nokia
  • Charlie Schick, Lead on Nokia corporate blog, Nokia
  • Media, Gaming, Entertainment

  • Kellie Parker, Online Community Manager at Sega
  • Kristopher Shaw, Community Manager at MTV Networks UK
  • EM Stock, Senior Community Manager at Sony Online Entertainment
  • Katie Hamlin, Community Manager,, Random House
  • Justin Korthof, Community Manager at Microsoft
  • David Cushman, Digital Development Director, Bauer Consumer Media UK
  • Laurent Courtines, Community Manager at AOL
  • Research

  • John Cass, Online Community Manager, Forrester Research
  • Finance

  • Scott Moore, Senior Online Community Manager at Schwab Learning
  • Jose Antonio Gallego, Community Manager at BBVA (Spain)
  • Amy Worley, Director, Marketing Manager, HR Block
  • Fran Sansalone, Community Manager for the Open Calais Web Service, Thomson Reuters
  • Automotive

  • Karen Spiegler, Community Manager,, Inc.
  • Alicia Dorset, Blog editor, General Motors
  • Retail

  • Slaton Carter, Online Community Development Manager, Whole Foods Market
  • Winnie Hsia, Online Community Moderator, Whole Foods Market
  • Consumer Goods

  • Jennifer Cisney, Chief Blogger, Kodak
  • Agriculture

  • Christopher Paton, Social Media Team Lead, Monsanto

  • Ongoing List of Social Media Researchers and Social Media Product Managers
    It’s become evident there are other roles within large enterprises that focus on Social Computing, in fact, these folks are researchers, analyzing online behavior or creating specs for future products. Expect large enterprise software companies to offer these features in their product suites in the coming future.

    Key differentiator for this group? They are researching or building social media products that will be brought to market.


  • Jonathan Grudin, Principal Researcher, focused on the adoption of emerging (social computing) at Microsoft
  • Marc Davis, Social Media Guru, Yahoo! Corporation
  • Kingsley Joseph, Sr. Manager, & IdeaExchange, SalesForce
  • Jamie Greenly, Product Line Director Salesforce Ideas at
  • Lawrence Liu, Senior Technical Product Manager for Social Computing, Microsoft SharePoint
  • Frank Gruber, Principal Product Manager for AOL in the social networking & platforms group, AOL
  • Alan Lepofsky, Senior Strategist at Socialtext
  • Filiberto Selvas, Social Media Strategy Director at Avenue A Razorfish
  • Marty Collins, Sr Product Marketing Manager, Social Media Strategist Windows/Windows Live, Microsoft
  • Matthias Zeller, Group Product Manager, Project Genesis, Adobe Systems
  • Moz Hussain, Director of Product Management, Unified Communications Group, Microsoft Corporation
  • Suzanne Minassian, Product Manager for IBM Lotus Connections, IBM
  • Steven Tedjamulia, Sr. Business Product Manager at Vignette Corporation
  • Dan Truax, General Manager for the Microsoft Server and Tools Online (STO) group, Microsoft
  • Dick Costolo, Social Media, Google

  • Related Resources
    I’ve kick started this list with a few that I know, please be detailed in the comments, as I’ll be reviewing to ensure accuracy. If you’re seeking a job, or wanting to hire folks, start with my “on the move” series of posts. Also see the New PR Wiki list of CEO blog. Shel Israel’s Global Survey of interviews on text and video have stories of many of these folks. Mario Sundar has a list of community mangers of all industries and sizes. Connie Benson left this list of community managers on twitter.

    What and How to Submit
    First, read the requirements stated above. Then submit Name, Title, Company, Which category (see descriptions), URL to bio that describes body of work. I prefer a link to your LinkedIn account that shows your role, as well as description of social media program or project.

    If you’re shy, send me an email at, subject line should be “social media role” (I get hundreds of emails every day)

    Update June 24: Bear with me, this is a major undertaking and I’m reviewing each entry. I also found quite a few comments being withheld by wordpress, I approved the ones I could find (using keywords to filter 25,000 spam comments). Please, carefully read the requirements before submitting, some I cannot add due to volume. If you wanted to create a list for SMB or internal folks, I’m happy to link to it.

    Also, someone I respect suggested that this list is ‘outing’ those that may not want to be bombarded by vendors, most of these are submissions, and all records are public and found on LinkedIn. The kickoff list was a handful of people that were cited in public reports, who blog, or were in books. If you don’t want you name on here, simple email me and I’ll have it removed.

    July 30th: Over a month since I started this list, it continues to grow and grow. I think we’ve gotten past the major influx, and now just a trickle of users are being added.