If you’re a director of social media and you’re not directly involved in managing editorial flow and campaigns on your company’s social media presence, you’re doing something wrong. Your presence on Twitter, Instagram, Facebook, Pinterest, LinkedIn (and other industry-specific platforms like Houzz) is a counterpart to your website. For many people, it may be the first place they get information about you or interact with you, so why would you leave this to someone who is either unfamiliar with your organization, or not even part of it?
Interns should be involved with social media, but they deserve to learn what differentiates a company’s use of social media from someone’s personal use: editorial development, staff training, campaign planning, budgeting, and analytics. Likewise, agencies should be involved, but as sounding boards and suppliers of external perspective to help guide strategy.
Organizations need to develop the internal competence, and confidence to handle social media directly. Social media directors have a professional responsibility to guide an organization’s overall embrace of social media, and they con only do it well if they have the necessary firsthand experience. Making time to directly manage a key piece of the company’s social media presence gives directors credibility when they advocate for the integration of paid social into advertising campaigns and marketing automation, request the necessary budget to grow audiences and engagement, and work with staff throughout the organization to embed the mindset and skills necessary to serve in public-facing social media roles.
When organizations outsource day-to-day management, this is what happens: We Got A Look Inside The 45-Day Planning Process That Goes Into Creating A Single Corporate Tweet. Bad press for Huge, bad press for Président Cheese, and a reminder that when given an inch, Business Insider will take a mile.
Why is Huge not advising Président Cheese to start with a promoted account campaign to build a more reasonable starting audience on Twitter? At CFA Institute, we started a new account in April focused on the private wealth segment of the professional investment management industry, managed by a staff member who covers private wealth, and is a former Financial Times journalist. Thanks to a promoted account campaign targeted at people likely to have an interest in private wealth (based on who the follow and what they tweet about), @CFAwealth now has 17K followers, which gives the account a reasonable starting audience with whom to build a relationship based on useful information and interaction.