Did your company jump on the bandwagon a while back and hire a social media manager based on age? If so, you were not alone. Some hiring managers relied on the faulty naive logic that young people know social media better since they use it a lot, or maybe because they seem to be more socially connected than older employees. Business owners and hiring managers are starting to realize that the best social media managers are not only socially savvy online, but also possess extensive knowledge of their industries. In my opinion, age has no bearing on a person’s ability to be an effective social media manager. A person of any age who has “social” skills and industry knowledge - and who helps his or her company succeed online - is a rare gem. There are other qualities hiring managers should consider as more essential when they are seeking a social media manager.
Is your business failing to show positive interaction on any of its social media platforms (such as “Likes” or comments on Facebook, or “retweets” on Twitter)? Is your company losing credibility online rather than gaining momentum? Do you think this may have something to do with your current social media manager? If you answer “yes” to any of these questions, you and your business may need a new social media manager.
As well, these are four other signs that you might need to start looking for a new social media manager.
His Blog Posts are Consistently Irrelevant
For the most part, people love kittens, puppies, babies and sweet grannies. But let’s say your business sells auto parts. Or computers. Or adult diapers. Sure, the cute story your social media manager told you about his dog and baby may be funny to his friends and family. But what if he decides to write about his family or movies he likes - on your business blog? A social media manager should understand your business well enough to write informative and possibly entertaining blog posts that appeal to the industry, not just his friends or family. The content may not be as cute, but the point is to educate your audience and introduce your brand through your organizations’ blog. He may think he is helping by driving traffic to your website. Unless the traffic includes some qualified leads, those efforts are useless.
She Only Shares Her Posts
Even if your industry falls into a less-than-sexy industry, a good social media manager is able to find plenty of industry-relevant content by other authors to share. There are no hard and fast rules about how often you should be sharing your own content - you actually need to share your own blog posts - in moderation. If your readers like your content, they will share it. They are even more likely to share your content when you have been sharing theirs.
He Completely Automates Your Company’s Social Media
I want to jump in first to say I have no personal issues with scheduling social media posts. For a busy social media manager, it often becomes a necessity. There, I said it. The problem with automating arises when the social media manager relies so heavily on automation that he no longer engages with leads or clients. When questions go unanswered, people get frustrated and angry. They may even take their business elsewhere. More recently, social media automation was scrutinized after Epicurious sent out what appeared to be self-promotional tweets after the Boston Marathon bombings this past April. The tweets were not meant to be malicious or ill-willed - they were only poorly timed. Automation is not bad, especially if a real person monitors the posts, engages with the audience and deletes potentially offensive posts as often as necessary.
She Posts Plenty of Great Content - On One or Two Platforms
A good social media manager knows there are many other social platforms besides Facebook and Twitter - and that even these two have evolved beyond their original capabilities. Depending on your type of business and your target market, you may find other platforms are effective for marketing and brand awareness. It may turn out your potential clients are looking for a company just like yours on Instagram or Pinterest. If so, then you should be there, too. Another side to this is posting on too many platforms. Oftentimes, overexposure backfires for a brand or causes burnout for an overly enthusiastic social media manager. Doing research and knowing your audience (i.e., who they are and where they are looking online) helps a business prevent either of these scenarios.
As I mentioned earlier in this article, a business may be challenged in finding a social media manager who has both the “social” skills and the business knowledge. A person can easily learn both, but your business needs to decide whether to invest time and energy into education and training. Do you have a social media manager? I would love to hear what works well for you and your business. Drop me a line at [email protected] or a tweet @jennghanford anytime.
Image courtesy of Stuart Miles, David Castillo, Michal Marcol / FreeDigitalPhotos.net
11 Responses to "Signs Your Business Needs a New Social Media Manager"
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Love this post, Jenn! Especially this paragraph, “For the most part, people love kittens, puppies, babies and sweet grannies … A social media manager should understand your business well enough to write informative and possibly entertaining blog posts that appeal to the industry, not just his friends or family. The content may not be as cute, but the point is to educate your audience and introduce your brand through your organizations’ blog.”
So well said and DEFINITELY sharing! Thanks!
Thank you, Brooke! I guess it goes along with the concept of using cute memes for serious business posts. There is a time and place for these posts, but not necessarily on a company blog. Thanks for your comments!
Great read - I totally agree that a social media manager has to understand the business (not just social media). BTW you can probably tell by the way he/she is managing your web presence.
Thank you, Ali - I appreciate your comments. I agree about how the performance of your social media manager is reflected in your web presence. It’s probably the most important indicator.
There are so many people with social media and community manager jobs who are not qualified to do the work. In many cases they were hired by people who had no idea what to look or were able to talk themselves into a job with anecdotes and jargon. This is a job to take seriously and one that requires a specific skill set. And don’t even get me started on the practice of hiring the intern to handle brand communications in the social space, because they’re young and use it on a daily basis.
That is a big mistake. You might want to read my “Five ineffective habits of highly ineffective community managers.” You and I are clearly on the same page with this. Good read.
Angela Connor
@communitygirl
Thanks for your comments and feedback, Angela! I will definitely read your article, too.
I enjoyed reading this article, Jenn. Kudos to age not being a factor in finding and hiring the best social media manager! I always get that sinking feeling when I come across a social media “expert” who talks a good game; then I check out the website and it is full of grammatical errors and poor phrasing. A dose of perfectionism helps also!
Thanks, Lisa - I appreciate the comments and feedback. You brought up an excellent point, about actions speaking louder than words (so to speak) in social media. I shake my head when coming across those social media managers with poorly maintained websites or social media accounts, too. Perfectionism is good, too!
Wow Jenn! A gem from the J+ archives! These are timely and timeless red flags to watch for, even more as content marketing is receiving its due attention. For content, watch for relevance to the market, context in the topic, and timing of the message. Your audience will appreciate it. - Mark
Thanks, Mark. I did write this one a while back, but the concepts are certainly timeless. I appreciate your comments!
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