Three People That Shouldn’t Be Doing Your Social Media

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By Melonie Dodaro

The debate has long been settled on whether or not you should do social media for your business and turned to the question of how to implement it exactly.

There are a few different beliefs and misconceptions that stand in the way of a skeptical management team’s better judgment when executing a social media strategy that will work for the company.

While every type of person mentioned here might seem like a good decision at first, you’ll quickly find out why the results can either be detrimental or lackluster. Frankly, both are not particularly thrilling options so it’s important that you are informed on the skills that are needed by the person who’s implementing your social media.

Here’s a list of 3 people you may not want handling your social media:

1. IT Department

Social media is not a function of your IT department. The only thing you should be allowing your IT department to take care of is the more techy setup-related tasks in the beginning stages. If you don’t feel confident putting IT in the marketing department, making important decisions that impact customer influence and brand perception – then don’t make this mistake.

Don’t get me wrong, IT is a valuable part of your team and has helped me through more than a few bad techno-nightmares. At a first glance, social media seems to be a complicated mess of conversation and sensory overload but make no mistake – it is not about tech.

The only successful campaigns in the world of social media marketing truly focus on what their customer cares about and the problems that they yearn to solve most. Your customers can pick up the phone and call you but these new social networking tools act as your direct line to your target market. For this, you need a marketing team that understands how to communicate with your audience…but not just any marketer will do.

2. Traditional Marketing Manager

I don’t intend to devalue traditional marketing methods like radio, newspaper and TV but the mentality that make these techniques successful are completely ineffective with social media. Push marketing tactics are responded to negatively on social media and prospects are equipped with features that allow them to block any communications from you if they don’t like what you have to say.

Traditional marketing manager and strategists make great ads and commercials but those do not work well online and turn off your audience. Although it might seem to make perfect sense to want your ads and commercials spread as far as possible but you can never forget that the internet has a lethal weapon that will permanently cut off your communication to your audience.

That weapon is called being blocked, unfollowed or (my favourite) being marked as a spammer. On television, we call this the mute button or fast-forwarding on the PVR, but on the web it is a much more permanent situation.

Traditional marketing is “push marketing” where social media is two-way communication. If your business starts using it like a personal online megaphone for self-promotion, people who would have liked your brand will simply tune you out. Successful modern marketing campaigns that include social media understand how important it is to create a personalized experience that impacts each customer uniquely. Today’s consumer wants you to make them feel like you are more than just a company trying to sell them something.

3. The Intern or Youngest Person on Your Team

This has been a hot debate when discussing social media management online recently. Some people feel that the smart decision when it comes to “that Facebook and Twitter thing” is to leave it to the company intern or for smaller businesses your teenager or the junior member of your team.

I think it’s safe to say that we’ve all recruited the closest youngster to show us to do one thing or another on the computer before, so it’s not so strange to think assigning the social networking duties to them as well is a good idea. After all, we do know how much the younger generation loves their technology.

Although it’s tough to deny the young crowds natural instincts, whoever creates your social media strategy should have experience with brand messaging, marketing and great communication skills. They should have a thorough understanding of the tone your company should be projecting into the digital world and be able to model it appropriately online.

A few words in a tweet can quickly get out of control, if they are the wrong words.  Make sure you can trust that they will be able to handle damage control quickly and smoothly.

Does this mean that younger team members should be restricted from the social media team? Absolutely not. If you remember the days when programming a VCR was as elusive a skill as fire juggling, you’ll understand that there are some benefits a generation that grew up on technology can bring you.

The key is to use your youthful team members to help implement the strategy created by a social media expert that meets more qualifications than “tweeting everyday”.

Leverage Strengths & Acknowledge Weaknesses

This philosophy doesn’t just apply to social media but all aspects of any business: focus on the strengths of your team. Once you’ve figured that out, you need to understand which skills are truly best suited to carry out the particular task at hand. Don’t waste your time using a hammer to tighten a screw!
Don’t be afraid to ask your IT department for help installing a Facebook plugin on your website, don’t hesitate to ask your traditional marketing manager how you can drive social media traffic with your ads and don’t worry – you can let your intern implement some of the strategies created by a social media expert.

Any great success starts with a great plan; if you start with a strong social media strategy, you will know how to make the right decisions when it comes to implementation and delegating to the people who can get the job done. 

Melonie Dodaro, founder of Top Dog Social Media helps business owners, sales teams and professionals to use social media marketing to boost their visibility, attract new customers and increase their revenue. Dubbed by the media as Canada’s #1 LinkedIn expert and social media strategist, she’s also a highly sought after social media speaker and trainer.

Melonie Dodaro, founder of Top Dog Social Media helps business owners, sales teams and professionals to use social media marketing to boost their visibility, attract new customers and increase their revenue. Dubbed by the media as Canada’s #1 LinkedIn expert and social media strategist, she’s also a highly sought after social media speaker and trainer.  Grab her free special report called The New Rules of Marketing at TopDogSocialMedia.com.

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