All too often, a company’s social media strategy and execution are placed in the hands of an intern or entry-level employee. The idea that young people “get it” more readily than their superiors makes some sense. But seasoned communicators they are not. Their efforts need to be directed by people who can ensure the strategy is in line with the brand and buy-in has to come from the top.
Similarly, social media should not be a small part of someone’s job or handed off to a part timer. While doing a competitive audit for a new client, we saw the following on a company’s Facebook page:
“This is the US page for fan and company interaction, but is not an outlet to customer service. This page is manned M-F 9-5 EDT. If you have a question or a issue with an order, please call … ”
We think it’s smart to clearly articulate what an individual should expect from a Facebook page. And most people would be willing to wait until the next business day to hear a response to something they posted on a company’s wall. However, to come right out and say that the page is only “manned” M-F 9-5 EDT demonstrates this brand is not committed to realizing the full potential of social media. That’s not engaging in conversation. That’s saying, “We’ll talk to you on our terms.”