A common mistake is fora company to see who has a bit of bandwidth, or who is under less pressure than the rest of the team, and is therefore presumed to have the time to set up your social media sites. That can very often be the receptionist. Now although your receptionist may be fantastic as his job, he may not necessarily be a marketer or a customer service manager, so who should be working on your social media sites?
I asked a couple of companies how they decided who should be on the social media team. One company said, ‘The people need to be online already and understand how it all works, they need to be on brand, so they live and breathe our business, and lastly they need to be on resource. The latter refers to a good knowledge about where they can find great content in our market that is useful to share out again.’
Another company said, ‘We simply sent an invitation out to the company to see who wanted to be involved in the first place, who are knowledgeable team players that know and understand our business and the online space? From there, we made our selection.’
Both of these ideas are great ways to find the correct person or persons for your social media plan, but if you are a very small company, it may just be you in the first place. Don’t despair that you are already trying to balance more plates in the air than you would care to admit: if you stick to your plan, you won’t go far wrong and your efforts will be rewarded.
Get a media team in place
Don’t feel that you have to do it all yourself, and certainly don’t simply get the most junior team member to do it as she spends so much time on Facebook. Ask your staff who would like to be involved, create a small team and call them the ‘media team’. If you don’t have such a team, consider who else from outside your business might want to be involved. As long as you or a designated person has the final say, knows exactly what is going on and is accountable, you should be fine.
Ref: Marketing with Social Media: 10 Easy Steps to Success for Business, Linda Coles (2015)
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