I frequently hear this statement, “Go find a college student/teenager/young person to do your social media. They are young. They know how to do this better than I do.” What’s your reaction to that? Does it sound right to you? If I were to swap out social media for a car, do you think it would be the same? Just because they are young and social media is new doesn’t mean they know how to use it well.
It’s your brand. Are you prepared to give complete control to a teenager?
I learned about New York City’s first digital officer, Rachel Sterne (@rachelsterne), recently. She is only the world’s second person to have such a title. The New York Times article talking about the challenges she faces highlight the new frontier that government is entering into. She is helping one of the most iconic cities in the world transform their digital face and interaction with citizens. For such an important role, I would consider her young at 28 (I’m 34 and still considered a baby by many). She is constantly asked the question why she deserves a 6 figure salary when a high schooler could do it for free. (I love her ability to graciously navigate this fairly offensive question.)
Sure, go get yourself a neighbor kid to manage your digital reputation. What could go wrong?
Just because it’s new, doesn’t mean it’s easy. Stop underestimating the power and degree of difficulty involved in social media. Make sure you do your homework, research your target audience, craft communications that will resonate, and deploy your plan. Regardless of your tool, the strategic plan is the same.