Social media isn’t something you take lightly. You can’t expect to put together a profile and play with it once in a while and achieve any meaningful results. Furthermore, if you’re just measuring your success based on likes and tweets you’re missing the mark.
Many companies underestimate the power of a good social media campaign and the time it takes to run one properly. They cut corners by handling it themselves or appointing it to another staff member. Others hand the task over to interns to manage.
I’m always shocked by who is managing social media but the reality is that all they’re really doing is maintaining a social presence for the sake of doing it. Which means that not only are they missing opportunities to market themselves to the world properly, they’re also putting their brand at risk and missing out on data and intelligence that could help them learn more about their target market.
You wouldn’t trust your junior employee with other major tasks or send them out to lead a meeting with your biggest client, would you? So why would you let them represent the front lines of your brand?
The reality is that your social media manager is responsible for a lot of details. They need to incorporate social marketing into all of your other marketing efforts, completely understand your brand, develop captivating content, stay on top of the latest trends and engage with followers and fans regularly.
The social media manager needs to be highly organized with good time management skills to be able to research, schedule, write, post and monitor various platforms.
Choose someone that knows your company well and understands your products. Having a flair for customer service wouldn’t hurt either. You need to be able to trust this person to be the voice of your business.