You’ve set up your Facebook page and Twitter account. You’ve made a few posts and asked your friends to like and follow you. This goes on for a few months and no business comes in, so you clearly now know social is not going to work for your company – you feel it’s a waste of time and give it up.
A few months later, you hire an intern from the local college who claims to know social media because they are taking a class. So you decide to “turn back on” your company’s social media efforts and give it another shot, because – hey – this intern is young, uses social media daily in their personal life and so they must know everything there is to know about building a brand and business on social media… right?
In fact, this intern is so young and super amazing, why don’t you hand over your entire marketing campaign to them with no guidance and see how many sales they can drive? It will be great experience for them to work on an already established business with a reputation years old.
Of course that was a joke. We certainly don’t suggest you doing any of the latter.
This scenario is a common scenario we run into often. Countless business owners turn over the brands social media to the first person who comes along claiming to “get it”.
We understand, you’re great at running your business and this “new” – and by new I mean the 15 year old marketing style is just not your thing. In fact, you don’t even have a Facebook account, right?
When potential clients come to me with this scenario claiming that social media will just simply not work for their business because their 17 year old niece or intern couldn’t make sales appear after a year of running their social media, I simply agree.
Consider, it’s taken me 8 years of experience to have solutions that work and a team with years of experience to execute ideas, campaigns and create effective strategies. How could an intern still in school possibly know how to run ads, grow a network organically, create compelling content that gets readers to take action, monitor and track sales, change direction when needed if the strategy isn’t working, provide reports and analytics, all while managing the pages daily?
If that sounds a little overwhelming and complicated, good. That’s because it is.
Let’s get back to the situation. Now you’re frustrated – You have 100 likes on Facebook of friends and family, no business and your intern sits on Facebook chat all day claiming to be working, but really she’s talking to her friends and before you know it 5 o’clock rolls around and she’s out the door. You claim once again this social media fad just simply doesn’t work for your business, so now you let your pages sit with no updates and no management.
Customer A, who is young and into trends, wants to do business with your company. This customer loves what you have to offer, but wants to check you out a little more online. Your website is out of date, your social media has sat for months with no updates and the phone number online doesn’t even work. Needless to say, that’s poor online reputation for your company, and customer A ultimately decided to go with the “other company”. Customer A never tells you this directly, of course, so you go on thinking social has no impact to your company.
This situation is more common than not. Seven years ago, I was told social media was a fad – “Just watch, this Facebook thing will be gone in 10 years. You’ll see.” And now Facebook gets more hits than Google. Yet we still turn the reigns over to teenagers who are more interested in posting pics in their bikini than the reputation you’ve spent the last several years building.
Would you send this same intern to a high level business networking event without someone who has experience and networking skill with them? Then why do you send them to the front lines of your online brand every day?
It’s time to take your social media to the next level. It’s time to remove the limiting belief that social media is a fad, and start replacing it with thoughts of how do I make this work for my company. Unless, of course, you’d like to be out of business in the next decade.
Social media is not a thing of the future, it is the NOW.
There are a lot of moving parts to social media management. From strategy to growth of the network to content development custom to each platform to managing the community to running Ads to monitoring and tracking the ROI of the campaign. It can be confusing to someone who doesn’t know what they are doing.
I advise clients when they are thinking about hiring in-house, it’s tricky. If you don’t know anything about social media, then how do you know what to look for in an employee? How do you know if they are doing their job?
We have a team of people who specialize in different areas of social media. From my experience, those who love content aren’t always the person who loves building the community and neither of those personality types normally like the analytics part. I personally love the strategy and ideas part, but I don’t enjoy actually creating the content or running the ads. Social media is so robust now, it really takes a team of people to ensure positive results.
If your just looking for someone to make a few posts a week for your company, then certainly it’s with hiring someone in-house. However, if you want positive results quickly with a team of people who bring ideas to the table and who execute efficiently to build a return on the social media campaign, we suggest you take a look at hiring an agency who specializes in this form of marketing. It will be more cost effective in the long run, and a team of people could cost less than hiring one full-time person in-house.