In my decade of social media and digital marketing experience, I have seen businesses often delegate their social media posting to their youngest team members under the presumption that age equates to digital savviness.
However, entrusting your digital strategy to the intern or the youngest person on your team may only sometimes yield the desired results. This article aims to debunk that misconception, exploring the complexity of social media management beyond age or familiarity with apps.
Continue reading to understand why the youngest member of your team shouldn't be the sole warrior of your company's online reputation. Keep in mind the following does not entirely apply if you have hired a marketing intern or part-time person with a marketing background because that is a completely different conversation.
Understanding Social Media Demographics
Understanding the demographics of social media users is a critical aspect of effective marketing in today's digital age. Often, businesses assume that because an individual is part of the younger generation, they are automatically more adept at managing social media platforms and know how to talk to people on social media. This assumption leads many organizations to delegate social media management to the youngest people on the team because they clearly must know what they're doing.
While it's true that this age group has grown up surrounded by technology and often demonstrates a natural fluency with various social platforms, understanding how these tools work is just one small piece of the puzzle. Consideration must also be given to who uses these mediums and for what purpose.
Each platform has its unique demographic profile; Instagram tends to skew towards a millennial crowd, while Facebook attracts an older demographic. LinkedIn caters to professionals looking for networking opportunities. In contrast, TikTok resonates with Generation Z audiences seeking entertainment and engagement through short-form videos. Therefore, your chosen platform should align not only with your brand but also with your target audience.
Employing someone solely based on their ability to navigate through apps may result in content that lacks strategic direction or fails to connect meaningfully with the intended audience – two fundamental aspects far beyond mere technological competence. Thus, businesses must understand how each platform works and who's using them as well – duties best handled by seasoned professionals such as Social Media Managers rather than relying entirely on young non-marketing interns.
I’m not above someone younger offering feedback on content, but when asked, “So did you buy it, or would you buy it because of the way the content is presented,” and the answer from them is no. Then we’re still at square one.
The Importance of Experience-Based Posting
Dipping our toes into social media marketing, there is a common misconception that young individuals familiar with modern platforms should be entrusted with managing a brand's portrayal online. This idea stems from the assumption that growing up in the digital age equips one with all the necessary skills to navigate social media on behalf of an organization or brand. These notions, albeit not entirely off base, often overlook an integral component of effective communication: Experience-based Posting.
Experience-based posting refers to creating and distributing content based on a thorough understanding of your target audience's interests and habits combined with industry knowledge. It's about knowing when your audience will most likely be scrolling through their feeds, what type of posts they engage most frequently with, and how they respond best to calls-to-action - all while staying true to your brand identity.
While it is undeniable that younger generations have grown up immersed in digital culture, giving them some edge regarding technical know-how and trends awareness, handling social media for business requires more than just being active users themselves. Social Media Management calls for strategic thinking honed by years spent within professional environments - something which can't solely be attained by personal use or academic study alone.
Entrusting such responsibility solely to an intern or part-time employee might lead to missed opportunities or unintentionally sending mixed messages due to its lack of depth in strategy and understanding demographic nuances – two key elements achievable only through experience rather than age alone.
Hence, it's crucial not just to be able-bodied at using these tools but also apt at leveraging them effectively for your business objectives by leveraging experienced expertise.
Avoiding Legal and Ethical Issues in Social Media
Legal and ethical issues are one of the most crucial reasons behind leaving your social media responsibilities to an experienced professional rather than a part-time employee or non-marketing intern. Without sufficient understanding, unguided posting on social platforms can inadvertently lead to issues such as copyright infringement, privacy invasion, or even defamation, all severe legal complications that can tarnish your brand's reputation.
A hasty post with stolen graphics or music could breach copyright laws, landing you in hot water. Similarly, sharing sensitive client information without their consent infringes privacy laws. And then there's defamation - making false statements about individuals or companies damaging their reputation; this is something we've seen several instances of on Twitter threads, Facebook, and Instagram posts. Understanding these intricate legal intricacies requires more than a casual acquaintance with platform guidelines—it necessitates deep knowledge and consistent training.
Furthermore, ethical considerations also come into play when managing a company's online presence. This includes ensuring truthfulness in all posts and avoiding misleading content that might only offer temporary engagement but damage credibility in the long run. Ethical breaches could consist of insensitive comments that offend certain sections of society or spreading misinformation—both potential PR nightmares.
It isn't meant to discourage young aspiring professionals from pursuing careers in social media management—far from it!
However, it emphasizes the importance of entrusting your business's digital footprint to seasoned professionals familiar with both the opportunities offered by various platforms and the potential pitfalls they present—a lesson worthy for every business owner navigating through today's digitally driven marketplace.
Contact Maven and Muse Media to get your social media, and content creation dialed in for you.
Content creation for social media marketing is an essential part of any successful campaign. It engages and entertains your audience, builds relationships, and ultimately grows your reach. Crafting the right type of content for your social media accounts requires some strategic planning and effort.
So, what are you waiting for? Contact Maven and Muse Media to get your social handled for you and start seeing success today.