Why You Shouldn’t Hire Your Niece as a Social Media Manager

I’ve heard it before. “Oh, I’ll just hire a college kid to post stuff for me.” Or your niece. Or your neighbor’s kid.

Kids can be very smart and savvy about tech. I’m sure they know all the ins and outs of posting to Instagram, Twitter, and Snapchat. But there’s a huge difference between someone who’s savvy about social media and a professional marketer. Because everyone can do it, people don’t take social media seriously.

But to do it right requires a strategy.

Content marketing is a professional discipline. It requires strategic planning and a carefully constructed set of tactics in order to be successful. It requires building your plan around clearly articulated business goals, setting metrics, and then measuring your success against those metrics.

This is the voice of your business. Your voice. Are you really going to hand that over to someone who’s not a professional brand manager? This person will be speaking as you. It had better be someone who’s up to the task. Someone you can trust with such a heavy responsibility.

Now, I’m not saying that you can’t get help. Sometimes you can offload the operational tasks (such as deployment) to junior staff or a WFH, where you drive the strategy and/or the writing — with a junior staffer to handle dissemination.

Here’s the way this works. Depending on resources, get your client to assign a junior staffer to handle all of the deployment. That could involve loading and launching blog posts or queuing a social stream. Everything will be done under your guidance and training, and soon enough you’ll have someone who can manage and execute your content plan.

That way, you can stick to the higher-level tasks, such as strategic planning and creating content. This is better for you because it’s more interesting, but it’s also better for the client because they are not “overpaying” for you to execute more basic tasks. Not to mention that they get training for one (or more) of their staffers, thereby making an investment in something that’s repeatable. All this will allow you to focus your energies on making a huge impact on their overall content strategy.

How to Manage Your New Social Media Manager

Hiring a social media manager isn’t going to solve all your issues. The strategy part will still be up to you. You can’t offload it. It’s your business, and you can’t have the tail wagging the dog. Content marketing is a means to an end. It’s not worth anything if it’s not delivering results. Here are some considerations for how to make it work for your business:

There’s a lot to content marketing, to be sure. It’s overwhelming to small teams, especially. So get the help that you need. Just make sure that you hire someone who will treat this as a professional endeavor, even if it is your niece or that college kid. Communicating with your audience — your current and potential customers — is the most important activity of your business.

This piece originally published at webdam.com.

For more on social media for business, see my collection of resources in The Social Media Strategy Series. It’s a 16-part series covering each of the major social platforms, including considerations and strategies to help you make a good decision.

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Here’s a good starting point for the series:

Using Social Media for Business: Practitioner Strategies: http://bit.ly/social-media-for-biz.

Written by

Writer, Educator, Musician. Trying to listen more than I speak. http://mboezi.com/now

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