AIESEC US

127 W 26th St. 10th Fl

New York, NY 10001
Phone: 650.787.3492
E-Mail: Richard.converse@aiesec.net
Web: www.aiesecus.org

Team Structure and Job Descriptions

September 20, 2010 SOCIAL MEDIA

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Contents:
Introduction………………………………………………………………………………………………………………………………………….3
Social Media Coverage………………………………………………………………………………………………………………………….3-5
Significance of Regions………………………………………………………………………………………………………………….…….5
Job Descriptions………………………………………………………………………………………………………………….……………….6-7
Posting Requirements…………………………………………………………………………………………………………………………..8

Introduction
Social media and online marketing have become a necessity for nearly every business offering a
product or service. AIESEC United States is no different. Our product, the AIESEC Experience, is

 
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targeted at college students 18-24. This target demographic is the largest demographic that exists on
social media platforms such as Facebook and Twitter. For this reason AIESEC US has created a team
to manage these platforms in order to better engage our current members, along with marketing
AIESEC to college students in a larger and more efficient way.
The social media team will operate under the Member Committee Vice President of Talent
Management. A National Support Team (NST) Social Media Coordinator position will be in charge of
managing the social media strategies. They will also manage a team of 6 Regional Social Media
Coordinators (RSMC), all of whom will help assist in implementation of the tactics the NST creates.

Social Media Coverage

The Social Media Team is in charge of managing 6 different platforms for AIESEC United States.
These platforms include: Facebook, Twitter, Linked In, Flickr, Youtube, and Wordpress. The team
must ensure that all information on all of these platforms is accurate and updated regularly. In
addition, the team is responsible to work with the Member Committee in running incentives to better
generate interaction with these platforms between both current members and potential new
members.

Platform Updates/Week
A required update status per week is established for
Facebook 7
each platform. This requirement will ensure that all
platforms stay updated and open for interaction. Each Twitter 14

person on the team will be held responsible for one of Youtube 1

the six platforms and assuring that the updates do Linked In N/A
occur. However, each member will be in charge of a Flickr 1
certain number of updates for each platform. An in- Wordpress 2
depth responsibility list for each platform is below.
Total 25

FACEBOOK
The Facebook platform will be run by one of the Regional Social Media Coordinator. They will be
responsible for ensuring that 7 updates are posted per week. These updates can be a status update,
sharing a link or video, or a message to all the members of the page. These updates however do
need to have a call for interaction. For example: the update can ask a question or it can have a call
of action to do something with another form of social media. The RSMC in charge of Facebook will
be responsible for bringing innovative ideas for interactive posts.

In addition to posts, the RSMC will also be responsible for updating the Facebook landing tab and
profile picture to represent any campaign or competition. All design aspects on Facebook will be
passed down to each LC so that they can better promote the campaigns increasing both awareness
and motivation.

 
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TWITTER
The AIESEC United States Twitter account will be managed as a quick information system. A
minimum of 14 updates a week is required on the account. Because Facebook is linked to twitter, 7
of the 14 updates come directly from Facebook. A RSMC will be in charge of making sure that this
tweet minimum is met. In addition, they will be responsible for answering any @reply questions,
along with keeping an eye out to Retweet relevant AIESEC tweets posted by other LCs, nations,
regions, or AIESEC International. The RSMC in charge of Twitter is also responsible to keep tweets
relevant to both new and ongoing social media campaigns and competitions.

YOUTUBE
The AIESEC Youtube channel will be used to visually transfer information from AIESEC International
and AIESEC United States to all the local committees. The videos will include updates on goals,
competition releases, and good case practices. It will also be used as a platform to hold
competitions. For example: LCs may be in competition to create the best elevator pitch, and
Youtube will be the platform in which the examples are uploaded. The RSMC in charge of Youtube is
in charge these videos are all consolidated in a very organized manner, along with ensuring that all
time sensitive videos are uploaded on time.

LINKED IN
Linked In is AIESEC United States professional area of social media. The majority of people that will
see the AIESEC United States profile are other business representatives. For this reason the RSMC in
charge of Linked In will be responsible of creating content optimized for Business Development. The
Linked In will not include any campaigns that are running on the other platforms. The RSMC will also
be responsible for all responses to any people messaging AIESEC US along with trying to build
connections on the Linked In network, and referring all leads to the MCVP of Business Development.

FLICKR
AIESEC United States’ Flickr account will be the second visual platform of the social media platforms.
Flickr allows high-resolution photos to be uploaded so that other AIESECers can use them in different
ways. The RSMC in charge of Flickr is responsible for managing all the photos that are uploaded into
the Flickr account, getting the word out about Flickr, along with ensuring that competitions that are
photo based are tracked and managed correctly using the Flickr account. The account will be used to
provide photos for different tools, along with incentive based competitions.

WORDPRESS
Wordpress is the platform that runs AIESEC United States blog. The blog is used as a source for
information for AIESEC United States, along with the LCs in the US. The blog is also used to promote
all campaigns and competitions that are ran through social media. The content on the blog will
 
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allow the AIESEC United States to rank better on search engines thereby increasing the online
presence of AIESEC United States. The RSMC in charge of Wordpress will be responsible for ensuring
that at least 2 posts occur from the AIESEC United States a week. In addition, they will ensure that
all blogs that are posted and approved have the correct tags and categories, to ensure the most
optimized posting for search engines. They also will be responsible for including ads and content
based on campaigns that are currently being run by AIESEC United States.

Significance of Regions
There are several reasons that the team under the NST is six people and broke up into regions. First
off, there are six social media platforms and having one person in charge of each allows for more
efficient and effective performance. In addition to being split up into different social media
platforms each RSMC will be working on results for each platform. For example, the blog has a
minimum of eight post by the US per month. Each RSMC will be in charge of producing one of those
eight per month. The same shows true with platforms such as Facebook and Twitter. The breakdown
of the required posts and updates for each RSMC is listed in their job description.

Each RSMC also serves a purpose with each region in the United States. Communication between the
MC and LCs can often times be difficult. For this reason, the RSMCs will be communicating all
information and strategies to each LC in their region. This will create a lot of effective social media
campaigns on the local level, in addition to more knowledgeable LCs on every topic, because social
media will be used as the internal communication tool. Each RSMC will be there to ensure that the
communication is clear and effective in each region. With all campaigns, both within and outside of
social media, will be communicated not only through social media channels, but also directly through
the regional coordinators. These coordinators will also increase each region’s pride and drive more
results through healthy competitions.

Job Descriptions
NST Social Media Coordinator (1):
The NST Social Media Coordinator is the visionary for all the social media campaigns in AIESEC United
States. He/She will manage a team of six to ensure that the social media channels generate both
interaction with potential and active members, and brand awareness on the web. The NST will
ensure that his team will generate results and achieve the goals set out for them.

Required Credentials:

o Knowledge of social media channels and how they are used for marketing.
o Understanding of AIESEC’s product and its selling points to both businesses and students
o At least 1 semester of AIESEC experience

 
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Activities

o Training to social media team on social media marketing and basic search engine optimization
o Run weekly meeting ensuring all posting requirements are met
o Work with the MC to coordinate social media incentives and campaigns
o Assist in all posting aspects in each social media platform
o Report weekly to the MCVP Talent Management on progress
o Transition documentation and Marketing plan for semester after term

Measure of Success

o Number of interaction and likes on the Facebook Page

o Number of referrals for EPs or TNs through any social medium
o Posting expectation met or exceeded
o Transition to next NST runs smoothly and clearly

Competencies to be Developed

o Team Management
o Effective Communication
o Mass Media Management
o Project Management

Potential Next Steps

o VP Comm on LC or MC level
o VP IM on LC or MC level
o Communications facilitator at National or International Conference
o Communications Global Support Team

Regional Social Media Coordinator (6):

The Regional Social Media Coordinator (RSMC) is in charge of both driving interaction in the 6
different Social Media channels, while also transferring information to each of their LCs in their
assigned regions. The RSMCs will work with the NST Social Media Coordinator to brainstorm effective
campaigns using social media channels to help drive results in AIESEC United States.

Required Credentials:

o Knowledge of usability for social media Channels

o Understanding of AIESEC’s product and its selling points to both businesses and students

Activities

 
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o Ensure that all post requirements for assigned Social Media channel are met.
o Work with LCs in assigned region to advice on social media strategies and relay national
information through social media channels
o Work with NST Social Media Coordinator every week to brainstorm new effective social media
campaigns
o Work on each social medium and gain a holistic understand of Social Media Marketing
o Attend all training sessions run by the NST Social Media Coordinator

Measure of Success

o Meeting posting requirements for designated social medium

o Completing assigned posting requirements for all social media channels
o Percentage of LCs in designated region that is active with their social media
o Knowledge gained from training sessions.

Competencies to be Developed

o Team work skills

o Effective communication
o Online marketing knowledge
o Commitment to results

Potential Next Steps

o NST Social Media Coordinator

o VP Communications on a LC level
o VP Information Management on a LC level
o Communications facilitator at a regional conference

Posting Requirements
Team Requirements:
Each member on the Social Media Team is required to Post in the following Mediums
Facebook: 1 post per week
Twitter: 1 post per week
Blog: 1 post per month (2 people assigned a week)

This posting schedule will create:

7 posts on Facebook per week
7 posts on Twitter per week
2 posts on Blog per week
 
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These posts are just a piece of the overall posts that will be accounted for after including LC posts,
MC posts, and OC posts.

Non-Team Requirements:
MC requirements:
Blog: 1 post per month

Regional OC requirements:
Blog: 3 posts during time of organization
1 post after conference

National OC requirements:
Blog: 5 posts during time of organization
1 post after conference

Combining Non-Team and Team requirements, the post number for the blog alone becomes about 3 a
week. With LC participation 1 post a day would be an easy achievement.

**All posts that have not been included become the responsibility of the designated Regional Social
Media Coordinator.