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Three People Who Should Manage Your Social Media Campaign

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Many business owners are handing over management of the company's social media campaign to headstrong young employees just out of college. Why? Because they're familiar with Facebook, Twitter, and so on. But is that smart? Erik Deckers, coauthor of No Bullshit Social Media: The All-Business, No-Hype Guide to Social Media Marketing, explains why you shouldn't empower someone to manage your organization's image online just because he or she is young.
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Are you turning over your social-media management campaign to the 20-something employee you just hired, because you think social media is for young people? If so, you're doing it wrong.

The big mistake a lot of companies make is turning over their entire social media campaign to their youngest employees, because they think social media is a young person's game. I've seen companies hand the keys to the "social media car" to an intern, or a new entry-level marketing associate, simply because that person has been using Facebook since college. And they just finished that three months ago!

Social media is the most public-facing, permanent, and widely discussed communications channel you're ever going to use. It reaches much further than the eight-page brochure your marketing department spent months developing. Farther than the press release that went through five layers of approval before you sent it out. Much further than the website that took eight months and $20,000 to create.

Would you let your new law-school graduate defend your company in a corporate lawsuit? Would you let the new PR coordinator manage your next crisis-communication incident? Would you give your new marketing associate control over the entire spring launch of your product line? Of course not.

I don't have anything against young people-despite the full head of hair, skinny body, or the lack of grunting and groaning when they sit down or stand up. I think that young people absolutely should do social media for your company. But they shouldn't be in charge of it. Instead, there are three people who should manage your company's social media efforts:

  • Your marketing manager
  • Your public relations (PR) manager
  • Your customer service representative (CSR)

Let's take a look at why each of these people is crucial to the success of your social media campaigns.

Marketing Manager

Marketing managers very likely have at least five years of solid experience, and they know how to communicate with the public. This person is preferably a writer rather than a visual communicator, and definitely can be relied on in a crisis. A good marketing manager doesn't fly off the handle in times of stress, and he or she is willing to communicate with customers as needed.

Better yet, the marketing manager doesn't-or shouldn't, at least-view social media as a series of commercials and advertisements. This manager understands the importance of creating relationships with customers, and he or she will answer questions, provide advice, deal with complaints, and do whatever it takes to make sure that your customers (and potential customers) are happy with their interactions with your company.

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