Stop Delegating Social Media to the Intern

Social media can be a valuable tool for your business –– but as a startup you may not have found the time to prioritize it, nor have the budget. That’s why many companies use interns to manage their social media strategy. They are young, have fresh ideas – and are a cheap solution. Afterall, aren’t they spending their days taking selfies and posting to all the various platforms?

We get it, but have you considered the implications? Consider that after a Google search, social media is often one of the next places customers look before deciding to work with your company. For something that important, a documented social media strategy will earn you the attention of interested visitors. An ineffective social media strategy can get people talking about you for all the wrong reasons.

Social media is more than just posts.

Is your social strategy supporting your branding initiatives? Do your marketing campaigns have a social element? Social strategy is an integral part of your day-to-day branding strategy. Let’s be real – if your primary motivation is to cut corners and figure out a low-cost way to outsource work, you may be just setting the project up for failure.

Customer Engagement.

Social media requires more than just posting content. It involves engagement with the audience in order to convert readers to actual users. Engagement involves the post and status updates as well as comments and replies. Consider whether your intern has a strong grasp of your core brand and style and whether they can engage with an authentic voice. Actively engaging your audience will help build a community and turn them into satisfied customers.

When your customers decide to use social media as an outlet to complain or ask questions, do you have a process in place to handle those issues? When should those comments be answered directly and when should they be directed to the customer service/success department?

Corporate Communications.

While social channels allow for more casual conversation with readers, the overall company strategy often includes blogging, press releases, news, invitations, and other forms of communication. Consider the skillset of the intern and whether they have the necessary writing skills – along with conversational tone including spelling, abbreviations acronyms and slang – to produce these communications on behalf of the company.

Networking Skills.

Developing an online community takes networking to a new level. Seeking customers and partners that fit the company’s “ideal client” should be the primary focus for seeking out new readers instead of friends and other similar interested individuals. Individuals with skills in networking and brand development are often better suited to oversee the social media strategy.

Metrics and ROI.

As part of the social strategy, laying out clear goals (whether monthly, quarterly or yearly) will help you determine whether or not your social efforts are paying off. Which posts are performing? What content works best for attracting and engaging audiences?

When done effectively, social media marketing can help scale businesses of all sizes. While an intern may be able to support your company’s social media efforts once the overall strategy is established – those efforts are best focused on analysis of the competition, industry research, pre-planned content and participating in brainstorming sessions. Being active on social networks does not make an expert.

What is your experience in managing social media? Let us know in the comments. Tag or share with a friend who might find this helpful in his/her journey.