If you feel like social media marketing has left your business in the dust, it is tempting to play catch-up by hiring a new grad to bring your company into the 21st century. It seems like they were born with the ability to navigate these new waters.
Don’t act too quickly, advises Hollis Thomases in her article “11 Reasons a 23-Year-Old Shouldn’t Run Your Social Media” for Inc.com. Thomases points out that social media is a lot more than just the young and hip way to reach your target audience:
“Social media for business is really so many things wrapped into one: marketing, customer service, public relations, crisis management, branding. How deep is the experience of a young person in delivering any of these things?”
It is easy to confuse social media savvy with technical savvy, too. Creating posts on Twitter or Facebook or an email-marketing campaign using a package like Constant Contact is simple, but using and understanding the analytics to figure out which of your efforts has yielded the most desirable results is a more sophisticated task.
Thomases doesn’t want to say that the new grad can’t handle the job. Just be sure to consider all the job’s aspects: does the kid have the writing ability, the understanding of your company culture and the self-editing ability to present your brand’s desired image?
Laura Abrahamsen, October, 9, 2012