What are the functions of a social media center of excellence?

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Many brands have only scratched the surface of what social media can do for their business. Why? They lack an organizational framework that connects social efforts to their wider company goals.

A social media center of excellence model can unlock the full power of social—including increasing brand awareness, supporting recruitment efforts, refining product development and driving revenue growth. “If significant stakeholders in social sit on other teams, which is often the case at enterprise companies, it’s essential to centralize your social media strategy,” says Kate Winick, former Senior Director of Social Media and Brand Marketing at Peloton. Winick currently consults top brands on their team structure, including centers of excellence, and advises them how to interact with stakeholders from other departments.

A screenshot of a LinkedIn post from india mobile database Kate Winick. The first line of the post reads "In 5 years I won’t have a 'social media job.'" The next two paragraphs explain Winick's prediction that social expertise is going to be needed across organizations, not just in one department.

In this article we’re sharing more insights from Winick and a comprehensive guide to implementing and maximizing a social media center of excellence. By the end, you’ll be able to determine if this model is right for your company.

A graphic that defines a social media center of excellence as a council of people from different parts of your organization who provide input on social strategy and drive collaboration between business units.
A social media center of excellence (CoE) is a council of people from different parts of your organization who provide input on your social strategy and drive collaboration between business units. It can include representatives from teams such as social, PR, employer brand, HR, R&D and more. Ultimately, a CoE is a hub of expertise, guidance and resources that maximizes an organization’s social media impact. It leads to a stronger brand presence, increased audience engagement and ensures alignment between social and business objectives.