Is this how you select the people you trust with your company's social media efforts?
It's all too common for companies to give lip service to the importance of social media, and pass on the duties to an intern or junior marketing person. Then when the company doesn't see the results they'd hoped for, they brush off social media as a fad or a waste of time, not worthy of their efforts compared to more traditional marketing channels.
Unlike the post-apocolyptic nation of Panem, you can choose anyone you want to spearhead your social media activities. Best you choose wisely.
It's perfectly fine to tap into the youth of your organization. Chances are, they are already fluent in many social media tools from personal use. Just don't let the youngster fly solo. It's a disservice to the junior staffer and to the company. Social media is here to stay, so you may as well maximize your opportunities.
While many of your competitors may also be slow to build an effective social networking infrastructure, some of them have already moved forward with gusto. Don't be left in their dust. Team a young, hungry, tech-savvy staffer with an experienced marketing pro who knows a lot about your market, your prospects, your clients, your brand, and your value proposition, and you'll have the foundation for a quality social networking team in no time.
Next time you think about dumping your social networking activities on an intern or recently-hired graduate, think about adding some grey hair into the mix, and you'll see much better results.
May the odds be ever in your favor.
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6 comments:
when the company doesn't see the results they'd hoped for, they brush off social media as a fad or a waste of time, not worthy of their efforts compared to more traditional marketing channels.
Dan, you provided sound advice. Pairing someone who understands and enjoys social media with a marketer within the organization who understands the service or product is the way to go. Both can help set expectations of what social can actually provide (versus what they think) as well as the fact that it is a channel that should work with other marketing efforts to drive tangible results.
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