If you are still letting an intern run your social media accounts, you are doing it wrong. There was a time when Facebook and Twitter seemed like low-stakes methods to self-promote and interact with customers. So some businesses were quick to hand off tasks that nobody else wanted to do to the young, low-salaried employee who just started six months ago. Although that thinking never made sense, it is downright destructive in 2015.
You need someone smart, measured and in tune with the company's operations to lead the most-forward-facing parts of your brand. Because that's what social media is today. Before you hire your next social media manager
, make sure he or she has the following three characteristics:
A few years ago, when social media was still young, all you had to do to become a social media expert was say you were one. If you had a few thousand followers on Twitter and wrote "Twitter guru" in your bio, then by gosh that's what you were. Who could argue? Nobody really had any idea what the platform was really for or how to use it for business purposes anyway.
The days of faking it 'til you make it are now over, however. The industry has evolved enough that there are many who really do shine above the rest. It is critical that you find a fully-formed professional who knows the lay of the land, not just a hollow windbag. Anyone can pretend to understand social media and all its potential pitfalls and opportunities. But few really do.
LifeLock, for example, is one company that has found someone who can manage social media very well. The company isn't afraid to interact with customers and does a good job of humanizing its brand by taking the time to listen to user concerns. By using its Facebook page
to inform the community about industry-wide issues — not just PR spin about its own services — the firm's social media manager is exhibiting a savvy understanding of why potential customers want to engage with a brand on social media.
The NBA has long been forward thinking when it comes to social media. Many of its teams are on the vanguard of finding new ways to interact with customers — in their case, fans — and have adopted a playful demeanor on Twitter that works. While a game is going on, for example, the two teams may wage a friendly back-and-forth competition using funny animated GIFs or quirky jokes.