Why can’t your niece or nephew handle your facebook page

3010034-poster-1920-2-the-truth-about-kids-and-social-mediaPardon the generalization: I don’t mean to attack 23-year-olds specifically. Nor do I believe there are no young people capable of managing a business’s social-media responsibilities.

I am, however, trying to make a point: Just because you don’t understand social media doesn’t mean you should sacrifice all common sense and hire your niece, nephew, or any other recent college grad (say, your best friend’s sister-in-law’s kid) because “they’re really good on Facebook.”

If your business targets the young and hip, most definitely look to a young social-media nerd to help your business. But don’t assume, either, that you need to hire someone young to manage your social media “just because.”

Frankly, this kind of logic makes me crazy–and yet I’m seeing it more and more these days. But you really shouldn’t be entrusting your entire social-media efforts to a newly graduated intern. Here’s why.

They’re not mature enough.

Compared with young people 50 years ago, who were eager to enter adulthood and settle down, today’s youth are not only not eager to do so, but most do not feel that they’ve reached adulthood until late into their 20s or early 30s, they tend to feel unstable and self-focused and would rather explore who they are and how they can transform their lives. This is great for them but not so great for you, their employer–particularly because social media is all about communicating with your audience in mature and accountable ways.

They may be focused on their own social-media activity.

Because of the above, if you hire a young person to manage your social media, you may also need to need to worry about how he or she is actually spending his or her time. Will you need to be monitoring the person?

They may not have the same experience.

Your recent college grad may have experience with Facebook and Instagram, but make sure you check out the substance of his or her updates and posts. You need to make sure your posts reflect your brand and that you don’t wind up with a late-night smart phone photo landing in the wrong account. At the very least, ensure you have a social-media policy in place.

You can’t control their friends.

This isn’t exclusive to recent graduates, of course, but it’s a risk to consider: Even if you hire a real winner, be sure that his or her friends won’t post inappropriate content to your company’s social-media accounts.

No class can replace on-the-job training.

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?

They may not understand your business.

You are handing the keys to your social-media kingdom to a newcomer, but there’s plenty that he or she needs to understand beyond the social tools themselves. What are the shades of your products or services? What makes you stand out in the marketplace? What are the typical expectations of your customers? How do you troubleshoot issues customers into working a bit more with you? What does your company stand for? No new hire will be able to absorb these issues overnight, of course–but a brand-new graduate will have an even steeper learning curve.

Communication skills are critical.

Communication is critical to solid social-media execution. Before you let a young hire take over your company blog posts, take stock of his or her writing skills. Also: Many young people have not yet learned the “art” of communicating. Make sure they know how to read between the lines, rather than taking things too literally.

Humor is tricky business.

People like to be entertained, on social media as well as elsewhere. Will a young hire understand the boundaries of humor and entertainment appropriate to your target audience, or could your audience wind up being offended?

Social-media savvy is not the same as technical savvy.

Good social media requires a combination of both. Successful social-media management involves production requirements, tools, analytics, and other aspects of work.

Social-media management can become crisis management.

The real-time nature of social media can quickly turn fun engagement and conversation into a public relations disaster, especially if the person behind the wheel isn’t thinking a few steps ahead. Are you really willing to take that risk?

You need to keep the keys.

 If you do go ahead and hire a new graduate, make sure he or she sets up the social-media accounts using your company’s email and shares the passwords with you. Otherwise, you could wind up with no access to these social-media accounts and no way to take them over.

Social media is not the be-all and end-all. It’s a marketing tool part of an ever-growing stock of ways to bring your company to your prospective customers’ attention.

Thinking of it this way, you will perhaps slow down and consider more closely whom you’re hiring–and why.

Reasons to invest in social Media

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Facebook has made an about-face when it comes to organic reach. Last year, small businesses, bloggers and marketers complained that fewer fans were seeing their posts. Some saw their reach drop as low as 2 percent.

At the time, Facebook took exception to the implication that it was forcing paid ads onto marketers to make up for lost reach, claiming instead that the algorithm tweaks were meant only to filter out spam and non-engaging content. But Facebook recently admitted that organic reach is declining and is encouraging marketers to buy ads.

Earlier this month, AdAge obtained a Facebook sales deck that was sent out to its partners. In the document, titled “Generating business results on Facebook,” marketers are told they should consider paid distribution “to maximize delivery of your message in news feed.”

The business benefit of free distribution of content is lower on the list than “improve advertising effectiveness” and “lower cost for paid distribution.” In other words, says Ad Age, the main reason to acquire fans isn’t to build a free distribution channel for content, it’s to make future Facebook ads work better.

A Facebook spokeswoman told AdAge, “We’re getting to a place where because more people are sharing more things, the best way to get your stuff seen if you’re a business is to pay for it.”

It used to be easier for brands to get their content in front of fans, but as the network has grown, so has the amount of posted content, and Facebook is not giving priority to brands in order to help them maintain the percentage of users they used to reach.

Many small businesses and brand strategists spent time building up their fan bases, but there is little benefit in that if only a few of those fans are seeing their posts. Users also miss out on a brand’s updates and content with which they’d like to engage if those brands aren’t spending money on Facebook ads.

And now Facebook is testing spammy video ads that play automatically. Really?

Social networks like Twitter, LinkedIn and Google+ are a safer bet for social media marketers in such an environment.

Ways to Use LinkedIn to Generate Sales Leads

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Unless you’ve been living in a cave, you are aware LinkedIn is the world’s largest professional network on the Internet, with over 238 million members in over 200 countries and territories.

I’ve shared how to dominate your sales competition on LinkedIn in previous articles, but you can also use it as a lead-generating machine for your business.

Part of the reason many sales and marketing professionals miss out on LinkedIn’s potential is that they don’t realize the breadth of information and networking opportunities available. LinkedIn goes beyond just a personal profile and status updates.

Here are few ways you can add additional value, stand out from the competition and earn the attention of your prospects:

Join (or start) groups 

To expand your circle of contacts and to increase your reach and connections. Find the top groups in your industry by searching for keywords and ranking by group activity. Then go find top groups where your prospects spend their time and join them as well. Participate in Q&A to position yourself and your company as thought leaders, experts in your field.

Post links to content 

So you become a source of business information and attract connections. Posting is important, but engaging is vital. Just as with any community, make sure to add value to each conversation.

Build your LinkedIn company page

 To position your organization as you’d like it to be seen. Perhaps the best way to make an impact in LinkedIn is by growing your company page. This is critical for any business because it’s how you get into the person’s network updates, one of the most used features of the site.  Write the company description to include keyword rich text that resonates with product descriptions and contributes to network search visibility. Then identify a daily posting sequence in an effort to establish consistent brand messaging.

Follow other company pages 

Of industry peers, partners, customers, and prospects. Commenting, liking, and sharing of updates from these sources can get your company immediately on the radar around the most relevant conversations that are already taking place.

Now you have the simple ways to generate leads on LinkedIn.  You’ll attract the prospects by standing out among your competitors who are either not using LinkedIn at all, or who are using it poorly to just promote themselves and their products and services.  You can be different not by saying you are different, but by behaving differently with how you engage online.

 

Why a Company Should Invest in Social Media?

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Reach

One in seven people online are on Facebook right now, and 450 million tweets are sent every day. Those statistics alone show how valuable and utilized social media is. If your company is not using social media, you are missing out on a huge amount of customers.

Social Media Allows You to Interact with Customers

62% of people are more likely to engage with companies that use social media, and 15 million consumers go to social media before making a decision to buy something. Having social media accounts allows you to have a voice and interact with your customers. Whether they are upset about something or raving about a product they love, your engagement with them will help your company.

Many brands also use this engagement to create more products customers want. If thousands of people have tweeted that they want your product in the color green, it may be something to consider.

Social Media Builds Trust

Trust building goes along with interacting with your customers. If you create a social media presence and make all your customers feel important, you will cultivate trust and loyalty—and customers will continue coming back.

Social Media Alerts You of Crises

If someone tweets at you that your product broke or isn’t working correctly, you will be able to respond. Being active in social media allows you to monitor and respond in a timely manner before things get blown out of proportion.

Social Media Brings More Website Traffic In

Sharing blog posts, press releases, and more on all forms of social media is a great way to drive traffic to your website.

Social Media Attracts Customers Through Promotions

I can’t tell you how many Facebook pages I have liked to get a free sample or enter a contest. These promotions give your social media more traffic (and in turn, your website), and once users like your page, they will continue to see your posts in the newsfeed.

People Expect Social Media

By now, most people expect to be able to find any brand on social media. If they are searching for you and you aren’t there, business is lost.