I notice an increasing number of startups that employ interns, fresh graduates, the unemployed, friends of friend, nieces (etc) to manage their Brand Page on Facebook, Twitter, Instagram, Pinterest - basically their entire digital presence on the net. I liken this process to cheap labour as funds are low and stringent for a new company. However, to handover and completely trust your digital presence, quintessentially, your Brand, in the hands of the inexperienced is a risky decision. Let me share with you why:
They may exude and possess some of the best attitude around and could easily create a Facebook event tab to invite the whole neighbourhood to your BBQ sesh but do they know how to separate personal and business when managing your Brand? Anyone can set up a Facebook Page and upload photos daily but would they be able to understand the role requirement and KPIs set?
When your Brand Page receives notification or dissatisfied customers rant, do they know how to turn a negative experience into a positive one? More importantly, would they be able to capitalise on a business objective on social media into a lucrative sale conversion or spin it into a PR stunt? Perhaps not.
We love creative interns and fresh graduates! The ideas that spout out from the “bushy-tailed, bright-eyed” minds can be mind-blowing at times.
However, they may not always be social savvy enough to share and back up with data and facts on which social channels your business should operate in nor how it should be executed. No business owner wants to update their status or tweet in the same capacity and style as their competitor. However, all business owners want to know a great social media strategy and story-telling that will capture their audience attention.
While books and notes taught your interns how to integrate your digital presence, what they don’t include are the hands-on day-to-day management, reports and data to calculate and examine to further optimise your campaigns, developing the entire social marketing strategy, identifying which research company produces the best white papers and researches that resounds deeply with your business and which social media tools your business should adopt.
There are many decisions, all costly, that need to be decided upon. Can your intern undertake such responsibility? More so, can they, without experiences, drive your business to the next stage?
Story telling is an important ingredient to grow your brand. A relatable and shareable content will attract quality fans, an essential part of business growth.
Is Nescafe really the best part of waking up?
Does Dove’s skincare line truly make your skin soft?
Probably not. However, your fans buy into these stories because of the way you make them feel.
You need to communicate and have a remarkable story, a game-changer that will set you apart from your competitor. I have to point out, stories don’t always have to be about words, it encompasses the entire brand experience, something that doesn’t always need to be translated into words. Do you think your intern can spin this?
Ultimately, having a social media manager may or may not benefit your business. If you chose to hand over the keys to your interns to cultivate talent growth, kudos to you! If you’re in need of a dedicated social media manager, I could help you out.