Before you think of assigning an intern to manage your corporate social media… think again!
In general, most companies post news and articles related to their services and products. They also post events, photographs, tips and other information that aligns with their company’s direction.
This information gathering takes time. One way to solve the posting bandwidth issue is to assign the social media updates to an intern. After all, interns are social-media savvy and inexpensive, right?
However, if the employees posting to social media sites aren’t in the loop about the latest projects, releases, initiatives, or other organizational goals, they may find it difficult to know what to say. What they post may not align with your company’s mission.
According to “A Social Primer for Technical Communication, Intercom. June 2011, an intern or young staffer may not have the knowledge needed to guide the social media endeavors with the right direction. It states:
“Someone must have ownership of the social media strategy. The initial reaction is to look to the new intern or the youngest employee because he or she is probably using many of the tools, but this can be an unsuccessful choice. An individual’s goals do not always align with a company’s goals. Individuals are often looking to share personal thoughts, photos, and news with family and friends—probably not the same goals as a company. The strategic choice is someone who understands the mission of the company, the goals of implementing the strategy, and how the tools and the message delivered therein, may have positive or negative effects.”
In other words, although it may seem logical to designate a young, social-media savvy employee to handle the social media updates, such an employee may not have the right information and direction to post in alignment with the company’s goals.
Your corporate social media presence can help garner or lose clients. There have been numerous articles and case studies where social media faux pas have severely hurt businesses bottom line.
So ask yourself
- How much supervision and coaching will this individual need to complete this task?
- Does this person have the communication skills and professionalism needed to represent your business globally?
- Does this person have the research capability to find relevant information to post on your corporate social media profiles?
If you answered negatively to any of these questions then this is not the person to consider and you may be better suited to retain a professional strategist.
While we understand that some organizations may not have the financial resources to outsource, we strongly suggest that you invest in training for the intern or young employee is implemented prior to them taking on this task.
If your business has hired an intern to manage social media what has been your experience? Was it positive or negative? Please share.