A reporter posted a question to an email list I belong to, about whether small businesses need a specific social media expert on their marketing team. I replied that I thought a small business did not need an expert. Rather, they just need to appoint someone on their marketing team whose job it is to participate in social media, but that person can learn the ropes about the different tools they would use. (They will need other knowledge. More on that in a minute.)
Although people have become more and more specialized over the years, at least in the marketing world, social media and the Internet are turning us back into generalists.
You don’t need a special videographer, script writer, and editor to create a corporate video, you only need a Flip camera, a YouTube account, and some creativity to get your videos out to your customers. You don’t need a PR specialist to send out press releases to the local media, you need someone who is already connected to them on Twitter and LinkedIn to connect with them personally. (Yes, I’m oversimplifying a bit, but you get my point.)
And you don’t need someone who has logged thousands of hours on Twitter or Facebook, has written a book, or is a top-notch computer programmer (although they’re all very nice).
You do need:
- someone who has the time to do it on a regular, consistent basis. This is not something to do just once in a while, but needs to be done a couple hours per day.
- someone the company trusts enough to speak for its brand publicly. This is typically not an intern.
- someone who understands message creation and social psychology. It’s not the knowledge of the tools that is important, but the knowledge of how to create a solid message and how that message will affect a chosen group. Again, this is typically not an intern.
- management buy-in and their understanding that this is not just jacking around on “Facespace or whatever you young people call it.” They need to be committed to this venture, just like they have every other marketing campaign you’ve done.
We’ve reached the point that social media is no longer a fad. It has incredible usage rates that show that it’s here to stay. The tools may change over the years, but this connectedness among us is not going anywhere for a long while. And because these things are so easy, anyone can do it. The challenge is finding someone who actually knows how to harness the power, and has the time to do it.
Business will serve themselves well by either hiring someone who does social media marketing as part of their responsibilities, or contracting out to someone on a part-time basis to do the work. But either way, they need to jump on this bandwagon before they’re left at the side of the road with the people still running their IBM PS/2s wondering when all this talk about the Internet is going to die down.
We love LinkedIn for both personal and corporate networking & promotion. However, we see a basket full of blunders that any informed networker would be ashamed to own up to.
