So, you finally got around to creating a social media marketing campaign. Then you handed it off to the pimply-faced high school kid who works in the afternoons because you thought they might relate better to the Inter-Webs thingy.
WHAT ARE YOU THINKING?
Your social media marketing campaign is a crucial piece of your marketing plan. The person you put in charge of it has the potential to send sales skyrocketing or cost you customers and possibly damage your reputation. Just because a social media marketing campaign uses Internet tools with names that are still unfamiliar to you–like Yelp!, Foursquare or Quora-it doesn’t mean it doesn’t have power. If you don’t believe me look at the Aflac debacle where Gilbert Gottfried posted disparaging comments about the disaster that struck Japan, and was summarily fired. What happens on your social media network has weight in the real world, so be careful who is managing it for you. Make certain they understand your mission, your principles and your ultimate goal, and have them stick to a specific plan.
A company’s social media strategy ties directly into their overall marketing strategy, as well as affecting their online reputation. Social media marketing is too important of a task to place in the hands of an intern. Let’s be honest, they are probably working for free (or one of the lucky few for college credit), are only going to be there for a few months and probably aren’t incredibly invested in the success of your company. They are there to build their resume and get recommendations, which is fine. That’s why anyone is willing to work for free under the guise of “intern.” But do you really want to hand you online presence over to that?
You social media marketing should be handled by a permanent employee (or outside agency) that truly understands your brand, business model and online marketing goals. They will be in charge of your online voice and personality, so they better know what they are talking about. Effectively managing a social media marketing strategy takes countless hours, because it has to constantly be monitored and updated. They have to understand the goal of each social networking profile, as well as the audience that uses that medium. Messages have to be tweaked to fit the style and format of each site, but the overall strategy has to work towards the same end goal.
Back in March, an employee at New Media Strategies (who was Chrysler’s social media agency at the time) dropped the F-bomb in a tweet from the @ChryslerAuto account, taking a shot at Detroit drivers. After deleting the tweet, Chrysler quickly fired New Media Strategies. Chances are the employee thought he was using his personal account to send the tweet, but accidentally posted from @ChryslerAuto. If a professional agency can make such a big mistake, what can happen when you hand the social media reigns over to someone who isn’t qualified to drive?
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