It is not always easy figuring out how to have social media run in a publications room. Probably because there are 128 ways to set it up. I am pretty sure we are in version 57 of how to divide the social duties in our room. It is important to find what works for you and your staffers, and not be afraid to change something that is no longer working.
Our social media journey has evolved this year, to what I think has been the strongest setup we’ve had to date. We have two people on the main accounts like Twitter, Facebook and Tumblr. One person is in charge of pushing content from the site, and the other in in charge of maintaing and building the community aspect.
You can download a handout here that I use with students to better define their roles. Each main account has a different sheets, but they all look and sound basically the same. The problem we often had is that social is kind of a 24/7 job. Posts have to happen everyday, and balancing what to post and when can be hard for one person. Consistency has improved with this system, and a nice balance of content and community engagement has been maintained.