For companies to get the most out of social media they should consider employing a specialist as part of their PR team or if using a PR agency they should ensure at least one suitably qualified person is working on their account. Although championing a business' social networking channels, and perhaps also writing content, is the responsibility of many in the organisation it is important that an individual or central team takes control of the wider issues, fully coordinates campaigns and is responsible for learning from best practice studies as well as putting the knowledge into use.
Of course, the caveat here is that having a social media presence is not suitable for all businesses. There is no doubt that networking platforms are popular and many members of a company's target audience will use the various options on offer. However, if the time and effort that goes into researching, setting up and maintaining an account is counterproductive in terms of ROI then a business is allowed to stay away and not just follow the trend. If social media is an appropriate communications channel for a business to use then it is clearly important for them to understand what they are dealing with and tackle it in the proper way.
There is a misconception by many individuals that because they have a personal Facebook or Twitter account they are competent enough to take on a social media campaign for the business they work for. To the inexperienced communications executive, business development manager or marketer creating a few posts a week sounds like a fairly undemanding, even cushy, job to get their hands on but having fun, and playing about on the various social networking platforms is not what it is all about. Nevertheless, those who are passionate about the world of social media should not be discouraged as it is these people who could be the business' very best advocates, helping to acquire new followers through their own personal networks as well as helping to come up with new ideas for engagement with customers and clients.
Specific social media jobs are few and far between and this is mainly a reflection on the whole industry still being in its infancy but there are a number of experienced individuals out there. Individuals who are specialists in creating and managing social media strategies and accounts often have moved sideways from their industries into what is still a new sphere. This generally means they have a wide and integrated skill set, usually public relations or marketing based, which really adds to their ability to see social media as serious and strategic element of modern business.
Not only should serious strategising be undertaken but before applying content there are other important steps to be considered on an ongoing basis. Competitors' activity, big brands, best practice and the evolution of social media as a whole should be take into account as well as making decisions on a social media identity, potentially distinctive from the brand's central messaging. Of course a business then needs to obtain followers and that is easier said than done; there are numerous ways to approach acquisition depending on the type, location and even age of the business. A dedicated employee with authority in the field of social media will be able to efficiently spend the time needed on all of these activities as well as being the person to look at trends and strategically timed posts.
Companies wanting to get ahead of the social media game and stay there should invest in the knowledge needed to do so. However, also beware of anyone declaring they understand all there is to know - trends, viral successes and rules on the platforms change week by week so it's a continuous process of learning and adapting. By ensuring a specialist is there to properly oversee all the necessary elements and harness the power of the people in the whole company it will help the business evolve with all the latest developments and the way users approach the various popular platforms.
Smaller companies who cannot stretch to employing a full time person to look after social networking could consider making use of a social media agency for 3 or 4 days a month. At the very least, businesses expecting a current employee with no experience in social media communications to be responsible for it should give them the appropriate tools to learn a new skill. Options include sending them on a course, to a seminar/webinar or making sure they have enough time to undertake their own research and learning. Whichever way a company chooses to proceed, it's always best to be armed with knowledge and make educated decisions rather than hoping for the best just because social media looks easy on the surface.